Developing a service quality model for an academic library : a case study of the North-West University - Vaal Triangle Campus Library

Abstract

The shifting focus in the role of academic libraries entail a better understanding, awareness and responsiveness to the needs of the library users. In an environment of change and an age of accountability academic libraries have to determine and demonstrate the impact their resources and services are having on their institutional mission. Service quality is not based exclusively on the perception of the librarians, but also dependent on the perception of users. Only customers judge quality; all other judgments are essentially irrelevant" (Zeithaml, Parasuraman, Berry 1999). The reason of this study was to assess quality in the library and to determine the perceptions of the Vaal Triangle Campus Library users as they relate to quality service and to develop a model to improve service quality. The aim was to determine library users' minimum expectations for services, their desired level of service and then to identify the extent of service they currently perceive on three dimensions of service quality: affect of service, library as place and access to information. A triangulation, mixed method research methodology was employed in this study. Data was collected using focus group as well as individual interviews and the LibQUAL questionnaire. Purposive sampling was used to determine participants for the interviews while a total market survey was employed for the questionnaire respondents. Findings indicate that there is a gap between the users' expectations and perception of service quality. The results indicate that there are variations within the different user groups regarding the expectations and perceptions of service quality at the Vaal Triangle Campus library. In view of the findings, the study concluded by developing a service quality model based on Deming's PDCA cycle, the ISO model and the Hoshin Kanri process