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TM LibQUAL+ Introduction ™ Auckland, NZ April 5, 2005 Presented by: Colleen Cook Bruce Thompson Project URL – http://www.libqual.org/ Total Circulation Total Circulation 600,000 550,000 500,000 450,000 19 91 19 92 19 93 19 94 19 95 19 96 19 97 19 98 19 99 20 00 20 01 20 02 400,000 Note. M. Kyrillidou and M. Young. (2003). ARL Statistics 2002-03. Washington, D.C.: ARL, p.8. Reference Transactions Reference Transactions 170,000 160,000 150,000 140,000 130,000 120,000 110,000 100,000 19 91 19 92 19 93 19 94 19 95 19 96 19 97 19 98 19 99 20 00 20 01 20 02 90,000 Note. M. Kyrillidou and M. Young. (2003). ARL Statistics 2002-03. Washington, D.C.: ARL, p.8. Assessment “The difficulty lies in trying to find a single model or set of simple indicators that can be used by different institutions, and that will compare something across large groups that is by definition only locally applicable— i.e., how well a library meets the needs of its institution. Librarians have either made do with oversimplified national data or have undertaken customized local evaluations of effectiveness, but there has not been devised an effective way to link the two.” Sarah Pritchard, Library Trends, 1996 LibQUAL+ Goals ™ Improve mechanisms and protocols for evaluating libraries Develop web-based tools for assessing library service quality Identify best practices in providing library service Support libraries seeking to understand changes in user behavior Assist libraries seeking to re-position library services in the new environment LibQUAL+ Outcomes ™ Securing information that contributes meaningfully to planning and improvement efforts at a local level Providing analytical frameworks that institutional staff can apply without extensive training or assistance Helping decision-makers understand success of investments Finding useful inter-institutional comparisons Multiple Methods of Listening to Customers Transactional surveys* Mystery shopping New, declining, and lost-customer surveys Focus group interviews Customer advisory panels Service reviews Customer complaint, comment, and inquiry capture Total market surveys* Employee field reporting Employee surveys Service operating data capture *A SERVQUAL-type instrument is most suitable for these methods Note. A. Parasuraman. The SERVQUAL Model: Its Evolution And Current Status. (2000). Paper presented at ARL Symposium on Measuring Service Quality, Washington, D.C. The LibQUAL+ Premise ™ PERCEPTIONS SERVICE “….only customers judge quality; all other judgments are essentially irrelevant” Note. Zeithaml, Parasuraman, Berry. (1999). Delivering quality service. NY: The Free Press. Extended GAPS Model Organizational Barriers to SQ Poor Upward Communication Customers’ Assessment of SQ GAP 1 Reliability Perception of Infeasibility Responsiveness GAP 2 GAP 5 Poor Tech - Job Fit Assurance Empathy GAP 3 Tangibles Poor Horizontal Communication GAP 4 13 Libraries English LibQUAL+™ Version 4000 Respondents Emergent 2000 QUAL PURPOSE Describe library environment; build theory of library service quality from user perspective LibQUAL+™ Project DATA Unstructured interviews at 8 ARL institutions ANALYSIS Content analysis: (cards & Atlas TI) PRODUCT/RESULT Case studies1 Valid LibQUAL+™ protocol LibQUAL+™ QUAN Test instrument Web-delivered survey Reliability/validity analyses: Cronbachs Alpha, factor analysis, SEM, descriptive statistics Scalable process Enhanced understanding of user-centered views of service quality in the library environment2 QUAL Refine theory of service quality Unstructured interviews at Health Sciences and the Content analysis Smithsonian libraries Cultural perspective3 QUAL Refine LibQUAL+™ instrument E-mail to survey administrators Content analysis Refined survey delivery process and theory of service quality4 QUAN Test LibQUAL+™ instrument Web-delivered survey Reliability/validity analyses including Cronbachs Alpha, factor analysis, SEM, descriptive statistics Refined LibQUAL+™ instrument5 Focus groups Content analysis QUAL Refine theory Iterative 2004 315 Libraries English, Dutch, Swedish, German LibQUAL+™ Versions 160,000 anticipated respondents Vignette Re-tooling Local contextual understanding of LibQUAL+™ survey responses6 “22 items” 2000 2001 2002 2003 41-items 56-items 25-items 22-items Affect of Service Affect of Service Service Affect Service Affect Reliability Library as Place Library as Place Library as Place Library as Place Reliability Personal Control Information Control Provision of Physical Collections Self-Reliance Information Access Access to Information Access to Information Survey Instrument Rapid Growth in Other Areas Languages American English British English French Dutch Swedish Types of Institutions Consortia Each may create 5 local questions to add to their survey Academic Health Sciences Academic Law Academic Military College or University Community College European Business Hospital Public State Countries U.S., U.K., Canada, the Netherlands, South Africa, Sweden, France, Australia, New Zealand, Malaysia LibQUAL+ Participants ™ 350 316 300 250 200 206 150 210 164 100 50 43 0 12 2000 2001 2002 2003 2004 2005 World LibQUAL+™ Survey Participating Libraries LibQUAL+ Resources ™ LibQUAL+™ Website: http://www.libqual.org Publications: http://www.libqual.org/publications Events and Training: http://www.libqual.org/events Gap Theory/Radargraph Introduction: http://www.libqual.org/Information/Tools/libqualpresentation.cfm LibQUAL+™ Procedures Manual: http://www.libqual.org/Information/Manual/index.cfm LibQUAL+ Contact Information ™ Martha Kyrillidou Amy Hoseth Senior Program for Office of Statistics and Measurement [email protected] LibQUAL+™ Communications Coordinator [email protected] Jonathan D. Sousa Technical Applications Development Manager [email protected]