Virtual Reference Service Quality: Critical Components for Adults and the Net-Generation

Abstract The project, “Seeking Synchronicity: Evaluating Virtual Reference Services from User, Non-User, and Librarian Perspectives,” studied the habits and needs of virtual reference services (VRS) users to identify characteristics for informing library system and service development. The results of the online surveys and telephone interviews for users of VRS are the focus of this paper. One hundred thirty-seven VRS users completed web-based online surveys and 76 completed telephone interviews. Both quantitative and qualitative data were collected and analyzed using descriptive statistics, grounded theme analyses, and the Critical Incident Technique. Findings indicate that participants had used other modes of reference service. However, they found chat reference to be the least intimidating mode. The leading factor for choosing VRS was convenience. Anytime/anywhere access to VRS, its immediacy, and efficiency were factors in service selection. Knowledgeable librarians with positive attitudes and good communication skills also were found to be critical. Results for members of the Net Gen were compared to those of older adults. Both Net Gen (Net Generation) and adult participants were likely to be repeat users and had positive reactions to VRS. Net Gens were more likely to use the service if it was recommended to them. It was also more desirable to the younger VRS users to have the ability to develop a personal relationship with the librarian and to interact with a specific, familiar librarian. Users of VRS want librarians to provide specific information quickly, through a variety of formats. This article provides implications and recommendations for practice and library education. Librarians need to provide accurate information in a variety of service modes in a hybrid reference model that provides convenient, authoritative, reliable services to meet an array of diverse needs and communication preferences.

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