libqual+ tm at the university of lethbridge 2005 january 26 l. jacobs
TRANSCRIPT
LibQUAL+TM at the
University of Lethbridge
2005 January 26L. Jacobs
L. Jacobs 22005 January 26
What is LibQUAL+TM
Why LibQUAL+TM
UofL and LibQUAL+TM
Life after LibQUAL+TM
LibQUAL+TM at the University of Lethbridge
L. Jacobs 32005 January 26
UofL Enrollment Trend(UofL Facts Book, 2003-2004)
Annual FLE, 1994-95 to 2003-2004
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Library trends…in circ, ILL (UofL Facts Book, 2003-2004)
Circulation & ILL, 1994-95 to 2003-04
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ILL Transactions
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Library trends…in reference (UofL Facts Book, 2003-2004)
Reference Transactions
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Reference Transactions
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“suite of services used to solicit, track, understand, and act upon users’ opinions of service quality”
Provided by Association of Research Libraries (ARL)
What is LibQUAL+ TM
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Web-based survey 22 core questions A box
Management of survey data Results notebook Raw data Training on understanding and using results
A suite of Services?
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“suite of services used to solicit, track, understand, and act upon users’ opinions of service quality”
What is LibQUAL+ TM
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All programs, activities, facilities, etc. of an organization, which have a bearing on users' experiences during and as a result of their interactions with the organization.
Focuses on the users' personal and emotional reaction to service
http://www.libqual.org/About/FAQ/index.cfm#FAQ25
Definitions: Customer Service
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the users' assessment of how good/bad, or pleasant/unpleasant their experiences are
the users' subjective evaluation of “customer service”
http://www.libqual.org/About/FAQ/index.cfm#FAQ25
Definitions: Service Quality
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The General premise of LibQUAL+ TM
Perceptions Service
“… only customers judge quality; all other judgements are essentially irrelevant”
NOTE: Zeithaml, Parasuraman, and Berry. (1999). Delivering quality service. New York: The Free Press.
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Provides a snapshot or discrete summaries of users' evaluation of their experiences with the Library
Focuses on three “dimensions” of library service:Affect of serviceLibrary as place Information control
What is LibQUAL+ TM
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ServQUAL (developed by Parasuraman, et.al.) ARL partnered with Texas A&M University to
develop, test, and refine LibQUAL+TM
Originally funded through U.S. Dept. of Education, Improvement in Post-Secondary Education
Since August 2003, self-sustaining through ARL Statistics and Measurements Program
How was LibQUAL+ TM developed?
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York University (Canada)
University of Arizona Arizona State University of
Connecticut University of Houston University of Kansas
University of Minnesota University of
Pennsylvania University of
Washington Smithsonian Institution Northwestern Medical
76 Interviews Conducted Source: Fred Heath, University of Texas at Austin , presented at La Calidad en las Bibliotecas Conferencia Palma de Mallorca, January 13-14, 2005
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Source: Fred Heath, University of Texas at Austin , presented at La Calidad en las Bibliotecas Conferencia Palma de Mallorca, January 13-14, 2005
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Source: Fred Heath, University of Texas at Austin , presented at La Calidad en las Bibliotecas Conferencia Palma de Mallorca, January 13-14, 2005
L. Jacobs 172005 January 26
Source: Fred Heath, University of Texas at Austin , presented at La Calidad en las Bibliotecas Conferencia Palma de Mallorca, January 13-14, 2005
13 LibrariesEnglish LibQUAL+™ Version
4000 Respondents
QUAL
QUAN
QUAL
QUAL
QUAN
QUAL
PURPOSE DATA ANALYSIS PRODUCT/RESULTDescribe library environment;build theory of library service quality from user perspective
Test LibQUAL+™instrument
Refine theoryof service quality
Refine LibQUAL+™instrument
Test LibQUAL+™instrument
Refine theory
Unstructured interviewsat 8 ARL institutions
Web-delivered survey
Unstructured interviews at Health Sciences and the Smithsonian libraries
E-mail to surveyadministrators
Web-delivered survey
Focus groups
Content analysis:(cards & Atlas TI)
Reliability/validityanalyses: CronbachsAlpha, factor analysis,SEM, descriptive statistics
Content analysis
Content analysis
Reliability/validity analyses including Cronbachs Alpha,factor analysis, SEM, descriptive statistics
Content analysis
VignetteRe-tooling
Iterative
Emergent2000
2004315 Libraries English, Dutch, Swedish,
German LibQUAL+™ Versions160,000 anticipated respondents
LibQUAL+LibQUAL+™™ ProjectProject
Case studies1
Valid LibQUAL+™ protocol
Scalable process
Enhanced understanding of user-centered views of service quality in the library environment2
Cultural perspective3
Refined survey delivery process and theory of service quality4
Refined LibQUAL+™instrument5
Local contextual understanding of LibQUAL+™ survey responses6
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Source: Colleen Cook & Bruce Thomspson, Presented to Library Assessment and Benchmarking Institute SLA/FEDLINK, September 14, 2002
Empathy
Ubiquity and Ease of Access
Comprehensive Collections
Reliability
Responsiveness
Symbol
Utilitarian space
Assurance
Formats
Timely access to resources
Physical location
Self-reliance Library as Place
LibraryServiceQuality
Figure 1: Dimensions of Library Service Quality
?
Refuge
Affect of Service
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Source: Fred Heath, University of Texas at Austin , presented at La Calidad en las Bibliotecas Conferencia Palma de Mallorca, January 13-14, 2005
2000 2001 2002 200341-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
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Source: Fred Heath, University of Texas at Austin , presented at La Calidad en las Bibliotecas Conferencia Palma de Mallorca, January 13-14, 2005
Dimensions ofLibrary Service Quality
Empathy
InformationControl
Responsiveness
Symbol
Utilitarian space
Assurance
Scope of Content
Ease of Navigation
Self-Reliance
Library as Place
LibraryServiceQuality
Model 3
Refuge
Affect of Service
Reliability
Convenience
Timeliness
Equipment
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Minimum expectation of service Desired expectation of service Perceived quality of service
So what is being measured?
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Source: Fred Heath, University of Texas at Austin , presented at La Calidad en las Bibliotecas Conferencia Palma de Mallorca, January 13-14, 2005
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The Gap Analysis …
Source: Colleen Cook and Bruce Thompson, Presented at the LibQUAL+(TM) International Workshop, at The Whitworth Conference Center at the Royal Military College of Science, Cranfield University, Shrivenham, UK, 1/20/2005 - 1/21/2005.
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NOTE: Martha Kyrillidou, “22 items and a box”, A webcast introduction to LibQUAL+TM, January 11, 2005.
Key to the Bar Charts
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ARL has found: About 40% of respondents provide open-ended
comments which can be linked to demographic data and quantitative data
Users tend to elaborate on their responses to the quantitative scales – basis for followup
Users feel the need to be constructive in their criticism and provide suggestions for action
And a Box …
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Five “local” questions Selected from 108 questions used in previous
years (Document delivery (1), promotion (1), information literacy (3))
Overall satisfaction questions Library usage patterns (i.e., in person, via
website, use of non-library gateways) Demographic information (e.g., age, sex,
discipline, constituency group)
Additional info collected …
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Goals of LibQUAL+TM: Foster a culture of excellence in providing library
service Help libraries better understand user perceptions
of library service quality Collect and interpret library user feedback
systematically over time
Why LibQUAL+TM … what are we trying to accomplish?
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Goals of LibQUAL+TM (cont’d): Provide libraries with comparable assessment
information from peer institutions Identify best practices in library service Enhance library staff members’ analytical skills
for interpreting and acting on data
Why LibQUAL+TM … what are we trying to accomplish?
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Assess whether we are meeting user expectations … identify: what are we doing well; what can we improve on what we need to focus on fixing what we need to learn more about re: expectations
Compare our performance to other libraries (i.e., establish best practices) Identify new services and how we might improve
existing services
Benefit to ANY Library …
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Establish a baseline assessment of users’ perceptions of our services
Provide direction about where to focus our efforts and resources
Provide a foundation for developing performance indicators for library services
?????
Benefit to THIS Library …
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WHO? Focus on university population
All facultyAll graduate studentsSample of undergraduate students
(1500/~7500 or ~20%)All staffAll library staff
UofL and LibQUAL+TM
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WHEN? Survey will run from February 28 to March
19 Letter of invitation from University
Librarian (Feb.28) Weekly followup reminders
UofL and LibQUAL+TM
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Promotion (PR Committee): Posters Screensavers The Melorist - Three Lines Free The Legend Website (under construction) Incentive (five $100 UofL Bookstore certificates)
UofL and LibQUAL+TM …
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TIMELINE: 2004 Sep: register 2004 Oct: cleared by HSRC 2004 Nov: UofL Branding 2004 Dec – 2005 Jan: customization & testing; sampling 2005 Feb-Mar: run survey 2005 Apr-Jun: raw data; incentive awards 2005 May: analysis (ARL) 2005 Jun: receive results notebook 2005 July and onwards: followup
UofL and LibQUAL+TM …
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In the short term …
What we learn will determine how we proceed …Focus groups?Targeted surveys?Outcomes assessment?
Life after LibQUAL+TM?
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In the long term … LibQUAL+TM is rarely (if ever) a one-shot deal for
libraries. How do you know if you have improved if you don’t continue to measure?
Recommended MINIMUM frequency for repeating LibQUAL+TM is 3 years … if you want to stay ahead of evolving user needs (Colleen Cook, Boston, 2005-01-17)
Life after LibQUAL+TM?
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UofL website: www.uleth.ca/lib/libqual.asp LibQUAL+TM project website:
www.libqual.org email: [email protected] phone: 329-2008 office: L1140
If there are questions … your own or from a user