Measuring Service Quality

A FOLIOz MSQ Course Presentation Updated September 2009

service quality focuses on the needs and expectations of customers to improve products and/or services. ‡ Measuring service quality in libraries can be both a specific project as well as a continual process to enhance and improve services. ‡ The measurement of service quality measures the gap between the customer¶s level of expectation and how well they rated the service(s).1 .What is the measurement of service quality? ‡ To recap.

2 . ‡ It will allow you to compare your service quality with peer institutions in an effort to develop benchmarks (more on benchmarking on Days 13 and 14!) and understand best practice.Why measure service quality? The benefits of measuring service quality include: ‡ You will be able to identify where services need improving in the view of your users. ‡ It will enable you to provide services that are more closely aligned with the expectations of your users.

What should I measure? ‡ You first need to decide if you want to measure a specific aspect of your library and information service (e. literature searching. inter-library loans. .g. you will need indicators from each aspect of the service: e. training etc. the provision of information skills training) or the service as a whole? ‡ If you are measuring the whole service.g. enquiry handling.

´3 Reflection questions on next slide« .A quote for reflection ³The key feature of which measures we chose should depend on their ability to provide feedback on our goals. and the chances of achieving these goals in an effective and efficient way«So our measures should start at our goals. and force us to focus our attention to take action towards them.

the purpose of a recent user survey was to gain user opinions in order to ultimately ensure the service meets their information needs.Reflection questions 1. 2. 3. Think about the measures you currently use in your library and information service. any user surveys you have carried out etc. number of enquiries. These can be any type of measure. Are there any measures that do not relate any particular goals? If so.g. what is the need for these measures? For example. . What goals do each of these measures relate to? E. for example number of visitors. you may be required to collect particular statistics to produce reports for stakeholders.

How do I measure it? Generally organisations use a mixture of qualitative and quantitative methods: ‡ Qualitative Methods: interviews. . focus groups. customer comments cards). observation (including mystery shopping!). statistics (routine data collection). ‡ Quantitative Methods: surveys (questionnaires.

How do I measure it? ‡ There are also specific tools that can be used to measure service quality in organisations. For example: ± ISO Standards ± SERVQUAL ± LibQUAL+ (specially for use in library and information services) ± RATER scale. More on these tomorrow! .

A final reflection exercise« ‡ There are ten general determinants of service quality that can be applied to most types of service.pdf [Accessed August 2009].auditscotland.uk/docs/local/2000/nr_000627_GAP _service_quality. . Can¶t get no satisfaction? Using a Gap Approach to Measure Service Quality [online] Available from: http://www. These are general criteria that can be used to assess the quality of service customers expect and receive.gov. ‡ The following determinants and examples are adapted from: Accounts Commission for Scotland (1999).

having the skills and knowledge to provide the service(s). 2. consideration. Competence .politeness.keeping your users informed. reputation and image. 3.trustworthiness. . Access . and friendliness of staff at all levels. Credibility .The Ten Determinants of Service Quality 1.the ease and convenience of accessing the service(s). Communication . 5. Courtesy . 4. respect. listening to your users.

being willing and ready to provide service(s) when needed.physical safety. financial security. Understanding the customer . facilities.providing consistent. resources. Reliability . . accurate and dependable service(s). Security . 9.the physical aspects of the service such as equipment. 7. confidentiality. 8. Tangibles .knowing individual customer needs. delivering the service that was promised.The Ten Determinants of Service Quality 6. 10. Responsiveness .

Reflection ‡ Before moving on to the next slide. think of an example of what the determinant could apply to in your library and information service. . consider the following: For each of the ten determinants of service quality.

g.convenient opening times. telephone and internet/email. 2. Competence . Courtesy . Communication . suggestions and complaints procedures.the reputation of the service in the wider community. their job. 5. staff generating a feeling of trust with users. .all staff knowing.staff behaving politely and pleasantly. 4.³plain English´ signs & pamphlets/guides. 3. alternative methods to accessing services: e. Access .Examples 1. and able to do. Credibility .

Responsiveness . 7. 10. reference management etc. doing jobs right first time. Security .Examples Reliability . 9. . Understanding the customer . 6. keeping promises and deadlines. allowing users to book an ³appointment´ for help (e.g.up to date equipment and resources. Tangibles .resolving problems quickly.standards defined in local service charters. for staff and users. accuracy of information provided.) 8. in literature searching.ensuring service meets health and safety requirements.tailoring services where practical to meet individual needs.

.How do you measure up? ‡ More reflection« For the examples you have thought of. rate your library and information service on a scale of 0-10. where 0 is not meeting the determinant at all and 10 is meeting it fully.

M.html [Accessed August 2009]. [Online] http://web.hk/info/other/dec2005/day2. & Heath.archive. Munns. Hong Kong University.lis.dun dee.uk/civileng/PM+Newsletter/newsletter005.html [Accessed August 2009]. Fernekes. uiuc.org/web/20071016044456/http://puboff. 2.edu/catalog/trends/49_4. University of Dundee.org/web/20040531231831/http://www. (2001) Measuring Service Quality Introduction. B.ac. 3. [Online] Available from: http://library. Library Trends: 49 (4) Spring. . F.archive. M. [Online] Available from: http://web.ust.pps [Accessed August 2009]. Kyrillidou.References 1. (2005) Outcome-Based Assessments. A. (2004) Project Management Newsletter.

‡ ‡ . and the organization.umi. the processes.org.H. 26. Kyrillidou. Performance Measurement and Metrics: 9 (1): pg. (2008). Ten years after: Measuring Quality revised. Library Trends: 49 (4): pg. (2001). R.org. F.alia.com/pqdweb?RQT=572&TS=1250603063&clientId=109526&V Type=PQD&VName=PQD&VInst=PROD&PMID=23866&PCID=1436580&SrtM= 0&SrchMode=3&aid=1 [Accessed August 2009] Please note you will need to log in to the ALIA website at: http://www. Available to ALIA members via ProQuest at: http://proquest. Measuring Service Quality.com/pqdweb?did=77809156&sid=4&Fmt=4&clientId=109526& RQT=309&VName=PQD [Accessed August 2009] Please note you will need to log in to the ALIA website at: http://www. S. Heath. Available to ALIA members via ProQuest at: http://proquest. (2001) Beyond measuring service quality: Learning from the voices of the customers. Library Trends: 49 (4): 541-799. Phipps.au/LISjournals/ to access this link.alia.au/LISjournals/ to access this link. 635-661. Available to ALIA members via ProQuest at: http://proquest.alia. M.umi.Further Reading ‡ Poll.org.com/pqdweb?did=1463024291&sid=1&Fmt=3&clientId=109526 &RQT=309&VName=PQD [Accessed August 2009] Please note you will need to log in to the ALIA website at: http://www.au/LISjournals/ to access this link.umi. the staff.

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