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Selena Killick Cranfield University
Using LibQUAL+® to Identify
Commonalities in
Customer Satisfaction:
The Secret to Success?
Anne van Weerden Utrecht University
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Internationally Renown
Web based
Standardised
Expectations & Perceptions
LibQUAL+
LibQUAL+®LibQUAL+®
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Adequacy:
Calculated by subtracting Minimum from Perceived score.
A negative score indicates failing to meet minimum
expectations.
Superiority:
Calculated by subtracting Desired from Perceived score.
A positive score indicates exceeding desired expectations.
Adequacy and Superiority
Question 1
1 3 2 4 5 7 6 8 9
Adequacy Superiority
Desired Perceived Minimum
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Dimensions
Affect of Service
Reliability
Assurance
Responsiveness
Empathy
Self-Reliance
Equipment
Timeliness
Ease of Navigation
Convenience
Scope of Content
Information Control
Refuge
Symbol
Utilitarian Space
Library as Place
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LibQUAL+ Radar Chart
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Commonalities in Satisfaction?
Affect of Service Information Control Library as Place
? ?
?
?
?
?
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Commonalities in Dissatisfaction?
?
Affect of Service Information Control Library as Place
? ?
? ?
?
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Utrecht University, Netherlands
n = 1,851 (long)
Leiden University, Netherlands
n = 3,761 (lite)
SCONUL Consortium
17 Higher Education Institutions from the UK and Ireland
n = 28,208 (lite/long)
All surveys conducted Jan-Dec 2012
Sample Group
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Methodology
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Starting with the combined data 2012: SCONUL, n = 28208 (mixed) Leiden University n = 3761 (lite) Utrecht University n = 1851 (long)
ntot = 33820
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We removed 5717 responses, from library staff, and everyone with inversions anywhere This resulted in a larger bandwith
ntemp = 28103
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We also removed 1057 surveys without any answer in one of the sections, not knowing what the respondent might have said about this section in connection with the other two sections
nused = 27046 = 80%
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Definitions of satisfied/dissatisfied
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Neither satisfied
nor dissatisfied
Someone with an average score of
5,2 6,3 7,4
is just .....ok
min des
perc
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Satisfied
Someone with an average score of
6,0 6,2 6,1
can hardly be called satisfied
What we looked for is
min des
perc
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Satisfied
Superiority gap > 0
des______________perc perceiving even more than desired
xxxxxxxxxxxxxxxxxxxxxxxxxxxx Adequacy gap > 1
min______________perc
perceiving clearly more than minimum
<more than 1>
<more than 0>
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Dissatisfied
Someone with an average score of
5,1 5,0 5,2
can hardly be called dissatisfied
What we looked for is
min des
perc xxxxxxxxx
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Dissatisfied
Adequacy gap < 0
perc______________min percieving even less than minimum
xxxxxxxxxxxxxxxxxxxxxxxxxxxx Superiority gap < -1
perc______________des percieving clearly less than desired
<more than 1>
<more than 0>
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Definitions of satisfied/dissatisfied
Satisfied
Superiority gap > 0 Adequacy gap > 1
Dissatisfied
Adequacy gap < 0 Superiority gap < -1
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Outcomes
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Selecting for Positive AS scores Adequacy gap > 0 Superiority gap > 1 n = 4135
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Selecting for Positive LP scores Adequacy gap > 0 Superiority gap > 1 n = 3151
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Selecting for Positive IC scores Adequacy gap > 0 Superiority gap > 1 n = 2171
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Selecting for Negative LP scores Adequacy gap < 0 Superiority gap < -1 n = 7367
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Selecting for Negative IC scores Adequacy gap < 0 Superiority gap < -1 n = 6525
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Selecting for Negative AS scores Adequacy gap < 0 Superiority gap < -1 n = 3531
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It can be seen that the desired scores of this group are the highest of all Interpreting these scores, they are likely the most demanding group, asking a lot from the personnel
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Next, we wanted to know what the differences were between the
Average Respondents (All)
and the various roles,
Students (Undergraduates)
Postgraduates Staff
Academic staff (Faculty)
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We expected to find different outcomes for faculty and students,
such as
students have a lot to ask,
faculty just want their literature quickly
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Surprisingly,
the outcomes
are always
almost the same
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All pos / neg IC pos / neg LP pos / neg AS
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Students pos / neg IC pos / neg LP pos / neg AS
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Postgrads pos / neg IC pos / neg LP pos / neg AS
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Staff pos / neg IC pos / neg LP pos / neg AS
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Faculty pos / neg IC pos / neg LP pos / neg AS
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For certainty....,
or just
amazing:
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All
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Students
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Post- graduates
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Staff
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Faculty
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Some statistics
to see if our claims
are significant
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All
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Made with Statistica Group -1 =
not meeting selected criteria: libstaff, inversions, a section without answers
Group 0 = intermediate IC = red LP = green AS = blue
Group 1 = dissatisfied: Group 2 = satisfied: adq gap < 0 xxsup gap > 0 sup gap < -1 xxadq gap > 1
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All
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-1 = excluded, 0 = neutral
-1 = negative, 2 = positive
IC = red
LP = green AS = blue
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Conclusions
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Statistically significant correlations:
Satisfaction with Information Control & satisfaction overall
Dissatisfaction with Affect of Service & dissatisfaction overall
Dissatisfied respondents are also the most demanding
Correlation ≠ Causation
Conclusions
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Thank You.
Selena Killick Cranfield University
Anne van Weerden Utrecht University