Download - Using LibQUAL+® to Identify Commonalities in Customer Satisfaction: The Secret to Success?
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Selena KillickCranfield University
Using LibQUAL+® to Identify Commonalities in Customer Satisfaction: The Secret to Success?
Anne van WeerdenUtrecht University
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Internationally RenownWeb 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 11 32 4 5 76 8 9
Adequacy Superiority
Desired PerceivedMinimum
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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 ServiceInformation Control Library as Place
? ?
?
?
?
?
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?
Commonalities in Dissatisfaction?
Affect of ServiceInformation Control Library as Place
? ?
? ?
?
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Utrecht University, Netherlandsn = 1,851 (long)
Leiden University, Netherlandsn = 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 Universityn = 3761 (lite)
Utrecht Universityn = 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 removed1057 surveyswithout any answerin one of thesections, not knowing whatthe respondentmight have saidabout this sectionin connection withthe othertwo 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______________percperceiving 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______________minpercieving 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
SatisfiedSuperiority gap > 0Adequacy gap > 1
DissatisfiedAdequacy 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 LPscores
Adequacy gap < 0
Superiority gap < -1
n = 7367
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Selecting for
Negative ICscores
Adequacy gap < 0
Superiority gap < -1
n = 6525
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Selecting for
Negative ASscores
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
StaffAcademic 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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Made with Statistica
Group -1 =
not meeting selected criteria: libstaff, inversions,# answers/dim ≠ 3
Group 0 = intermediate
IC = red LP = greenAS = blue
Group 1 = dissatisfied: Group 2 = satisfied: adq gap < 0 xxsup gap > 0 sup gap < -1 xxadq gap > 1
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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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