An Investigation of Affect of Service Using a LibQUAL+™ Survey and an Experimental Study

Abstract Among specialized applications of the well-known SERVQUAL scale for measuring perceptions of service quality, the LibQUAL + ™ survey system has found widespread use in assessment of the quality of libraries. Three main dimensions of library quality have been identified: Information Control, Library as Place and Affect of Service. Using data from an application of the LibQUAL + ™ survey, we investigate the relative difficulty of answering questions in each of these three areas, estimate the importance of each dimension in contributing to overall satisfaction with the library, and study differences in responses between user groups. We determine that Affect of Service (AS), similar to empathy in the general scale, is the most difficult dimension to evaluate. This is unfortunate because we find that AS is also the most important dimension in determining overall satisfaction with the library. We find that user characteristics are relevant in influencing both response rates and ratings of the AS scale items. In a follow up experiment to the LibQUAL survey we study the effect of user characteristics, such as type of user (student or faculty) and experience (length of association) on Affect of Service ratings. We determine that there is an interaction effect with experience moderating the impact of user type on perceptions of AS. Similar results are found in the case of another university service, a computer help desk. Our findings have implications for the administration and interpretation of LibQUAL surveys. The results also have implications for front line library staff members who should be mindful to provide individual, caring attention to undergraduates who are not favorably disposed towards their library services until they are both experienced and familiar with the library.

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