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By Fe Angela M. Verzosa
Best Practices in Library Services
National Conference on "Library Management in the
Philippine Setting: Principles & Best Practices"
Villa Caceres Hotel, Naga City, August 16-17, 2012
•What are best practices?
•What is service quality?
•How can Libraries as a service
provider improve service quality?
•What are the dimensions of
service quality?
•How can we apply Service
Quality dimensions in
formulating best practices?
What do we talk about today?
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First, let’s take a quick look at libraries today and observe the many changes….
From traditional librariesTo modern libraries
Central Library in Vancouver, Canada
Library of the Faculty of Philology in Berlin, Germany
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The Changing Environment
• Cell phones
• Texting
• Multi-tasking
• Expectation of fast delivery
• Self-service information
• Believe it’s all on the Web
• Social networking
• High transparency (Facebook etc.)
• Online photo sharing
• Less TV, more online news and blogs
• Curating contents from the Web ( Scoop.it )
Impact of ICT on library services
The global changes particularly in Information and Communication Technologies (ICT) have impact on the functioning of academic libraries. The developments in ICT have changed the users’ expectation from the academic libraries in different ways.
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Changes in library services
• Online access to library catalogues, databases and the Internet •Online/offline access to digital resources• Database searching• Electronic reference• Online circulation service• Information literacy program• Public relations services• Library promotion and marketing• Epublishing
Challenges in the changing environment
• focus on accountability -increasing demand for libraries to demonstrate outcomes/impacts in areas of importance to institution
• emphasis on assessment of student performance
• financial pressures - increasing pressure to maximize use of resources
• expectation for rapid document delivery
• user education in new technologies• migration to online full-text sources
• greater need for staff training• need for Best Practices
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What are best practices?
Terms and Concepts
best practices
In the application of theory to real-life situations,
procedures that, when properly applied,
consistently yield superior results and are therefore
used as reference points in evaluating the
effectiveness of alternative methods of
accomplishing the same task. Best practices are
identified by examining empirical evidence of
success. See, for example, the guideline of the
Association of College and Research Libraries
(ACRL) on Characteristics of Programs of
Information Literacy that Illustrate Best Practices
(2003). Compare with guidelines and standards.
Source: http://www.abc-clio.com/ODLIS/searchODLIS.aspx
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Service Quality
“Libraries are in the service business. The most important product they have is service. Without service, libraries are indistinguishable from museums or … they are a combination of a maze and morgue for books. Service is a pervasive ethic of the profession of librarianship.”
(Gorman, 1999)
In the user-centered library, quality service and user satisfaction are our primary goals …
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Key Library 2.0 Concepts
• The library is everywhere*
• The library has no barriers*
• The library invites participation
• The library uses flexible, best-of-breed, component-based systems
• The library is a human-centered organization
* Also stated as the concept of the library
as a place of unrestricted access to information (McDonald, 2006)
Features of Library 2.0
• library services are frequently evaluated and updated to meet the changing needs of library users.
• Library 2.0 calls for libraries to encourage users’ participation and feedback in the development and maintenance of library services.
• This model requires active empowerment of library users.
• Information and ideas flow in both directions from library to the user and from user to the library,
• Library services have the ability to evolve and improve on a constant and rapid basis.
• The user is participant, co-creator, builder and consultant, whether the product is virtual or physical.
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Service Quality• Demands understanding, appreciating and responding to user perceptions
• Commits to continuous evaluation and improve-ment
• Learns from good and bad services outside the library• Acknowledges the interdependence of content, technology, facilities and (human) service
• Requires a staff knowledgeable of content, savvy with technology, and committed to listening to and valuing user input
• Encourages advice and suggestions for service innovation
What is service quality?
• Service quality focuses on the needs and expectations of customers to improve products and/or services.
• Service quality measures the gap between the customer’s level of expectation (from minimal to desired, to perceived) and how well they rated the service(s).
• Measuring service quality in libraries can be both a specific project as well as a continuous process to enhance and improve services.
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Why measure service quality?
• to identify where services need improvement from users point of view
• to provide services that are more closely aligned with the expectations of your users
• to compare our service quality with otherinstitutions in an effort to developbenchmarks or best practices
What to measure?
• decide if you want to measure a specific aspect of your library and information service (e.g. the provision of information literacy program) or the service as a whole?
• If the whole service, decide all needed indicators from each aspect of the service: e.g. inter-library loans, literature searching, inquiry handling, library orientation, etc.
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How to measure service quality?
Qualitative Methods: interviews, focus groups, observation
Quantitative Methods: surveys (questionnaires, customer comments cards), statistics (routine data collection)
Standard tools: – SERVQUAL– LibQUAL+ (an adaptation from SERVQUAL, specially for use in library and information services)
– ISO Standards– Local Library Standards (indicating best practices)
• Tangibles: appearance of physical facilities, equipment, personnel, and communication materials/resources
• Reliability: ability to perform the promised service dependably and accurately
• Responsiveness: willingness to help customers and provide prompt service
• Assurance: knowledge and courtesy of employees and their ability to convey trust and confidence
• Empathy: the caring, individualized attention given to the customers
Servqual dimensions
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Libqual+ metrics
• Service Affect – Human dimension of service quality (empathy, responsiveness, and assurance)
• Library as a Place – Library as center of intellectual activity; physical facilities; location; space use
• Personal Control – Interaction with modern library; digital personalization and navigation; web presence
• Information Access – Ease of access; comprehensive collections; relevant and timely information; content
http://www.libqual.org/home
Sample Survey
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Original Ten Dimensions for Evaluating Library Service Quality…
• There are ten general determinants of service quality that can be applied to most types of service.
• These are general criteria that can be used to assess the quality of service customers expect and receive.
• These determinants can be used to formulate best practices.
Determinants of Perceived Service Quality
Dimensions of Service
Quality
1. Access
2. Communication
3. Competence
4. Courtesy
5. Credibility
6. Reliability
7. Responsiveness
8. Security
9. Tangibles
10. Understanding/Knowing
the Customer
ExpectedService
PerceivedService
Service
QualityGap
PerceivedServiceQuality
Word ofMouth
PersonalNeeds
PastExperience
External Communication
to Customers
© A. Parasuraman, University of Miami; not to be reproduced or disseminated without the author’s permission 30
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Determinants of Service Quality
1. Access - the ease and convenience of accessing the service(s)
2. Communication - keeping your users informed; listening to your users
3. Competence - having the skills and knowledge to provide the service(s)
4. Courtesy - politeness, respect, consideration, and friendliness of staff at all levels
5. Credibility - trustworthiness, reputation and image
6. Reliability - providing consistent, accurate and dependable service(s); delivering the service as promised
7. Responsiveness - being willing and ready to provide service(s) when needed
8. Security - physical safety; financial security; confidentiality
9. Understanding the customer - knowing individual customer needs
10. Tangibles - the physical aspects of the service such as equipment, facilities, resources
Determinants of Service Quality
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Access - the ease and convenience
of accessing the service(s)• convenient service hours • alternative methods to
accessing services: e.g. telephone and internet/ email; “Ask the Librarian”
• access to digital collections from PC or remote access
• Instruction in use and/or training sessions, when needed
• availability of required information / materials
• timely document delivery service
Communication - keeping your users informed; listening to your users
• visible and visually appealing signagesassociated with the service
• comprehensive pamphlets/guidesand flyers
• clear suggestions and complaints procedures
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Competence - having the skills and
knowledge to provide the service(s)
• all staff knowing their job (duties/functions)
• Library staff with the knowledge to answer user's questions
• licensed professionals possessing required competencies and expertise
• Up-to-date knowledge and skills
Courtesy - politeness, respect, consideration,
and friendliness of staff at all levels
• Library staff deal with users in a concerned or considerate fashion
• Library staff show respect and courtesy at all times
• Library staff are friendly and approachable
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Credibility - trustworthiness,
reputation and image
• Library staff instill confidence in users
• Library staff assure users of the accuracy and confidentiality of their personal information/data
• Library staff keep users well-informed
• Library staff keep their promises
Reliability - providing consistent,
accurate and dependable service(s)
• accuracy of information provided
• performing services right the first time
• keeping promises and deadlines
• keeping users informed about when services will be performed
• Dependability in handling user's service problems
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• Prompt service to users
• Willingness to help users
• Readiness to respond to user's questions
•Keeping users informed about when services will be performed•Resolving problems quickly
Responsiveness - being willing and ready to
provide service(s) when needed
Security - physical safety; financial
security; confidentiality
• The Library is a safe place
• The Library is well-secured
• Library services are adequately funded
• Library records/ personal data of users are kept with confidentiality
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• tailoring services where practical to meet individual needs
• giving users individual attention
• keeping users’ professional and personal preferences in mind
• having the users' best interests at heart
Understanding the customer
Tangibles - physical aspects of the service such as equipment, facilities, resources
Visually appealing facilities
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Visually appealing materials
associated with the service
• Modern up-to-date equipment/facilities
• Convenient service hours
Library as a Place…
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A place to read
Library as a Place…
Library as a Place
Space that enables quiet study
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Library as a Place
• A place for reflection and creativity
•A comfortable and inviting location
PROCESS MODEL FOR CONTINUOUS IMPROVEMENT
OF SERVICE QUALITY
DO YOUR CUSTOMERS PERCEIVE
YOUR OFFERINGS AS MEETINGOR EXCEEDING THEIR EXPECTATIONS?
DO YOU HAVE AN ACCURATE UNDERSTANDING OF
CUSTOMERS’ EXPECTATIONS?
ARE THERE SPECIFIC
STANDARDS IN PLACE TO MEETCUSTOMERS’ EXPECTATIONS?
DO YOUR OFFERINGS MEET OR
EXCEED THE STANDARDS?
IS THE INFORMATION
COMMUNICATED TO CUSTOMERSABOUT YOUR OFFERINGS ACCURATE?
CONTINUE TO MONITOR
CUSTOMERS’ EXPECTATIONSAND PERCEPTIONS
YES
NO
YES
YES
YES
YES
TAKE CORRECTIVE ACTION
TAKE CORRECTIVE ACTION
TAKE CORRECTIVE ACTION
TAKE CORRECTIVE ACTION
NO
NO
NO
NO
© A. Parasuraman, University of Miami; not to be reproduced or disseminated without the author’s permission 48
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a word of advice…
Library 2.0 best practices
• First, know who your customers are – present and potential
• Next, find out what they want, what they need
• Formulate a plan, brainstorm for ideas to adopt for working toward services that can be called Library 2.0
• Look to other libraries and outside organizations that can help you come up with ideas for new or improved service offerings that will better serve your current users and better reach potential users
• Be flexible and willing to adjust whenever necessary
• Target to exceed expectations (if you can)
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a word of advice…
and don’t forget
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References/Further Readings
• Hernon, Peter and Nitecki, Danuta A. (21 April 2011). Service Quality: A Concept Not Fully Explored. Library Trends. http://findarticles.com/p/articles/mi_m1387/is_4_49/ai_77811351/
• Kyrillidou, M. Heath, F.H. (2001). Measuring Service Quality. Library Trends: 49 (4): 541-799.http://proquest.umi.com/pqdweb?RQT=572&TS=1250603063&clientId=109526&VType=PQD&VName=PQD&VInst=PROD&PMID=23866&PCID=1436580&SrtM=0&SrchMode=3&aid=1
• Measuring Service Quality by M Kyrillidou - 2001 – powerpointpresentationhttp://www.google.com.ph/url?sa=t&source=web&cd=4&ved=0CDAQFjAD&url=http%3A%2F%2Ffoliozmsq.pbworks.com%2Ff%2Fmeasuring.ppt&rct=j&q=library%20service%20quality%20ppt&ei=FhSgTfGhBsODcNzofEB&usg=AFQjCNEH8tLMCO9Tl3xCOc1GjDcpHSQijQ&sig2=ut9o9XQ2qOLIA8rujAwrnA&cad=rjt
References/Further Readings
• Parasuraman, A. University of Miami. Library Assessment and Benchmarking Institute (LAB 2002). Monterey, CA. September 13, 2002http://www.google.com.ph/url?sa=t&source=web&cd=1&sqi=2&ved=0CBUQFjAA&url=http%3A%2F%2Fwww.sla.org%2FPresentations%2Fsldc%2Fparsu_LAB2002pp.ppt&rct=j&q=Parasuraman%20Lab%202002&ei=JfGvTYbBBoyWvAOA9JSfBw&usg=AFQjCNFiiWyRvAZhXOFiSoFMlHi3n0AaOQ&sig2=W0_biZmQW4WUh3CU2QYI1g&cad=rjt
• Bertot, John Carlo. Measuring Service Quality in the Networked Environment: Approaches and Considerations. http://findarticles.com/p/articles/mi_m1387/is_4_49/ai_77811355/?tag=mantle_skin;content
• Phipps, Shelley. Beyond Measuring Service Quality: Learning from the Voices of the Customers, the Staff, the Processes, and the Organization. http://findarticles.com/p/articles/mi_m1387/is_4_49/ai_77811349/?tag=mantle_skin;content
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