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An Overview and an Explication

TM. An Overview and an Explication. Presented by: Fred Heath. Quality Conference Stockholm, Sweden October 25, 2002. Project web site www.arl.org/libqual/. LibQUAL+ ™ Description.

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An Overview and an Explication

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  1. TM An Overview and an Explication Presented by: Fred Heath Quality Conference Stockholm, Sweden October 25, 2002 Project web site www.arl.org/libqual/

  2. LibQUAL+™ Description • LibQUAL+TM is a research and development project undertaken to define and measure library service quality across institutions and to create useful quality-assessment tools for local planning.

  3. Project Resources • LibQUAL+TM is an ARL/Texas A&M University joint effort • The project is supported in part by a 3-year grant from the U.S. Department of Education’s Fund for the Improvement of Post-Secondary Education (FIPSE) and a 3-year grant from the National Science Foundation (NSF)

  4. The Imperativefor Our Research • In an age of accountability, there is a pressing need for effective assessment of research libraries • 124 Association of Research Libraries (ARL) libraries expend $3,000,000,000 annually

  5. The Problem of Assessment in Research Libraries • The lack of assessment metrics • ARL Membership Criteria Index variables emphasize inputs, primarily expenditures • No demonstrable relationship between expenditures and service quality • To rise in the ARL Index it is only necessary to spend more

  6. LibQUAL+™ Project Goals • Establishment of a library service quality assessment program at ARL • Development of web-based tools for assessing library service quality • Development of mechanisms and protocols for evaluating libraries • Identification of best practices in providing library service

  7. LibQUAL+TM Participants Year 3 Year 2 164 Participants 43 Participants Year 1 12 Participants Spring 2000 Spring 2001 Spring 2002 For More Information about Participants: Visit the LibQUAL+ web site.

  8. LibQUAL+ Process • SERVQUAL dimensions served as a priori theoretical starting point

  9. Relationships: perceptions, service quality and satisfaction ….only customers judge quality; all other judgments are essentially irrelevant” Zeithaml, Parasuraman, Berry. (1999). Delivering quality service. NY: The Free Press.

  10. Source: Parasuraman, ARL Symposium on Measuring Service Quality Washington, DC, October 2000

  11. 70+ Interviews conducted  • York University • University of Arizona • University of Connecticut • University of Houston • University of Kansas • University of Minnesota • University of Pennsylvania • University of Washington • Smithsonian • Northwestern Medical

  12. Content Analysis Software Atlas Ti

  13. Dimensions of Library Service Quality

  14. Affect of Service • Emerged as the dominant factor early in our work • Absorbed several of the original SERVQUAL questions measuring Responsiveness, Assurance and Empathy • In the current analysis also includes Reliability • All in all: the Human Dimension of Service Quality

  15. Affect of Service “I want to be treated with respect. I want you to be courteous, to look like you know what you are doing and enjoy what you are doing. … Don’t get into personal conversations when I am at the desk.” Faculty member.

  16. Library as Place • Transcends the SERVQUAL dimension of Tangibles to include the idea of the library as the campus center of intellectual activity • As long as physical facilities are adequate, library as place may not be an issue

  17. Library As Place “The poorer your situation, the more you need the public spaces to work in. When I was an undergraduate, I spent most of my time in the library, just using it as a study space.” Faculty member

  18. Personal Control • How users want to interact with the modern library • Personal control of the information universe in general and web navigation in particular

  19. Personal Control “Over time my own library use has become increasingly electronic. So that the amount of time I actually spend in the library is getting smaller and the amount of time I spend at my desk on the web … is increasing.” Faculty member.

  20. Access to Information • Ubiquity of access: information delivered in the format, location and time of choice • Comprehensive collections—either print or electronic

  21. Comprehensive Collections “I sense that if I were in an institution that didn’t have the rich collections as this library and the very effective staff members that this library has that I would imperceptibly slip in my discipline….” Faculty member.

  22. LibQUAL+ Core Questions Y1 _____________________________________________________________________________ Factor_ ______ _ No. I II III IV Item Core _____________________________________________________________________________ 32 .84947 .12848 .24465 .13335 1 Willingness to help users 33 .80847 .13662 .25348 .14147 1 Giving users individual attention 7 .80757 .17881 .12781 .21125 1 Employees deal with users caring fashion 50 .79273 .19288 .18847 .12497 1 Employees who are consistently courteous 31 .77262 .16358 .26461 .20061 1 Employees have knowledge answer questions 5 .74072 .14754 .18453 .29624 1 Employees understand needs of users 3 .74052 .15102 .17296 .20793 1 Readiness to respond to users' questions 18 .71718 .19757 .18289 .26766 1 Employees who instill confidence in users 43 .62487 .22402 .29970 .28256 0 Dependability handling service problems 20 .16556 .87679 .11430 .16236 2 A haven for quiet and solitude 2 .17739 .83172 .08498 .13901 2 A meditative place 19 .22362 .83147 .14705 .22566 2 A contemplative environment 25 .16013 .80492 .18894 .16628 2 Space that facilitates quiet study 41 .20398 .80204 .17599 .20255 2 A place for reflection and creativity 37 .22528 .12353 .78405 .15466 * website enabling me locate info on my own 28 .19602 .09611 .75780 .13173 * elec resources accessible home or office 14 .33339 .16156 .60389 .31109 * access tools allow me find on my own 45 .30467 .23784 .59090 .28919 3 Modern equip me easily access info I need 17 .35390 .18467 .55690.41864 * info easily accessible for independent use 29 .30136 .21018 .55341.38474 4 Convenient access to library collections 11 .13494 .23183 .18868 .73636 3 Comprehensive print collections 39 .14894 .23743 .29367 .60350 3 Complete runs of journal titles 16 .29445 .19831 .22384 .60107 3 Interdisciplinary library needs addressed 9 .27782 .05333 .16331 .57866 4 Timely document delivery/interlibrary loan 8 .22850 .18484 .13137 .56343 0 Convenient business hours ________________________________________________________________ Factor Analysis

  23. LibQUAL+ Core Questions Y1 _____________________________________________________________________________ Factor No. I II III IV Item Core _____________________________________________________________________________ 32 .84947 .12848 .24465 .13335 1 Willingness to help users 33 .80847 .13662 .25348 .14147 1 Giving users individual attention 7 .80757 .17881 .12781 .21125 1 Employees deal with users caring fashion 50 .79273 .19288 .18847 .12497 1 Employees who are consistently courteous 31 .77262 .16358 .26461 .20061 1 Employees have knowledge answer questions 5 .74072 .14754 .18453 .29624 1 Employees understand needs of users 3 .74052 .15102 .17296 .20793 1 Readiness to respond to users' questions 18 .71718 .19757 .18289 .26766 1 Employees who instill confidence in users 43 .62487 .22402 .29970 .28256 0 Dependability handling service problems 20 .16556 .87679 .11430 .16236 2 A haven for quiet and solitude 2 .17739 .83172 .08498 .13901 2 A meditative place 19 .22362 .83147 .14705 .22566 2 A contemplative environment 25 .16013 .80492 .18894 .16628 2 Space that facilitates quiet study 41 .20398 .80204 .17599 .20255 2 A place for reflection and creativity 37 .22528 .12353 .78405 .15466 * website enabling me locate info on my own 28 .19602 .09611 .75780 .13173 * elec resources accessible home or office 14 .33339 .16156 .60389 .31109 * access tools allow me find on my own 45 .30467 .23784 .59090 .28919 3 Modern equip me easily access info I need 17 .35390 .18467 .55690.41864 * info easily accessible for independent use 29 .30136 .21018 .55341.38474 4 Convenient access to library collections 11 .13494 .23183 .18868 .73636 3 Comprehensive print collections 39 .14894 .23743 .29367 .60350 3 Complete runs of journal titles 16 .29445 .19831 .22384 .60107 3 Interdisciplinary library needs addressed 9 .27782 .05333 .16331 .57866 4 Timely document delivery/interlibrary loan 8 .22850 .18484 .13137 .56343 0 Convenient business hours ________________________________________________________________

  24. Survey Instrument • 3 scales: • Minimum • Desired • Perceived

  25. Survey Instrument 9 point scale

  26. Sample Survey Spring 2002

  27. Sample Survey…continued

  28. Sample Survey…continued

  29. Sample Survey…continued

  30. LibQUAL+ 2002 Iteration • 42 — ARL Libraries • 35 — Health Sciences Libraries • 36 — State Colleges & Universities (excluding ARL) • 34 — Private Colleges & Universities (excluding ARL) • 15 — Community Colleges • 2 — Special & Public Libraries (Smithsonian & NYPL)

  31. The Challenge of Analysis • There are few useful conclusions to be drawn from aggregate data of all institutions, because their missions and subsequent user expectations for service are too diverse • There are commonalities in service delivery profiles that merit further investigation • In the long run, information that may be derived from demographic responses of individuals may yield the richest data

  32. Respondents by Age (Excludes NYPL) Note: LibQUAL+ Spring 2002 Aggregate Survey Results. (2002). vol. 1, p. 19

  33. Respondents by Sex Note: LibQUAL+ Spring 2002 Aggregate Survey Results. (2002). vol. 1, p. 20

  34. 4-Year Institution Respondent by Discipline (n=54,073) Note: LibQUAL+ Spring 2002 Aggregate Survey Results. (2002). Vol. 1, p. 38

  35. Aggregate Dimension Means (n=70,445) Note: LibQUAL+ Spring 2002 Aggregate Survey Results. (2002). vol. 1, p. 24

  36. Aggregate Dimension Means (n=70,445) Note: LibQUAL+ Spring 2002 Aggregate Survey Results. (2002). vol. 1, p. 24

  37. Aggregate Dimension Means (n=70,445) Note: LibQUAL+ Spring 2002 Aggregate Survey Results. (2002). vol. 1, p. 24

  38. Mean Perceived Scores 2001/2002 Trend (n=34) (Reliability and Validity Issues)

  39. Two Interpretation Frameworks • Score Norms • Zone of Tolerance

  40. Zone of Tolerance • The area between minimally acceptable and desired service quality ratings • Perception ratings ideally fall within the Zone of Tolerance

  41. Aggregate Dimension Summary (n=70,445) Note: LibQUAL+ Spring 2002 Aggregate Survey Results. (2002). vol. 1, p. 24

  42. Aggregate Dimension Summary (n=70,445) Note: LibQUAL+ Spring 2002 Aggregate Survey Results. (2002). vol. 1, p. 24

  43. Faculty Item Summary Note: LibQUAL+ Spring 2002 Aggregate Survey Results. (2002). vol. 2, p. 40

  44. Score Norms • Norm Conversion Tables facilitate the interpretation of observed scores using norms created for a large and representative sample • LibQUAL+TM norms have been created at both the individual and institutional level

  45. Institutional Norms for Perceived Means on 25 Core Questions Overall Institutional Score on Core Questions: 6.770 Note: Thompson, B. LibQUAL+ Spring 2002 Selected Norms, (2002).

  46. Overall Mean Scores and Service Adequacy Gap Scores By Cohort Group 2002 LibQUAL+ Iteration (n=162) Community Colleges 7.26 (.55) Private Colleges 6.90 (.49) ARL Top 40 6.84 (.46) AAHSL 7.07 (.56) State Colleges & Universities 6.38 (.30) ARL Other 6.74 (.27)

  47. LibQUAL+™ Fundamental Contributions to the Measurement of Effective Delivery of Library Services • Shift the focus of assessment from mechanical expenditure-driven metrics to user-centered measures of quality • Re-ground gap theory for the library sector, especially academic libraries • Grounded questions yield data of sufficient granularity to be of value at the local level • Determine the degree to which information derived from local data can be generalized, providing much needed “best practices” information • Demonstrate the efficacy of large-scale administration of user-centered assessment transparently across the web • Makes little demand of local resources and expertise

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