Investigating the Effect of Service Quality on the Level of Public Library Users’ Satisfaction based on Kano Model and Asymmetric Impact Performance Analysis

Document Type : Original Article

Authors

• Akram Tagipoor ¹
• Mohammad Reza Esmaeili Givi ²
• Mohammad Khandan ³
• Mahdi Abdolhamid ⁴

¹ Master's degree in Knowledge and Information Science, University of Tehran, Iran

² Assistant Professor of Public Administration, University of Tehran, Tehran, Iran

³ Assistant Professor of Knowledge and Information Science, University of Tehran, Tehran, Iran

⁴ Assistant Professor of Management and Philosophy of Science and Technology, Iran University of Science and Technology, Tehran, Iran

10.22067/infosci.2021.24204.0

Abstract

Introduction: Today, public libraries are one of the most important socio-cultural centers of advanced societies, which play a fundamental role in the cultural and economic development of societies. The satisfaction of the users of these public institutions can increase the authority of these institutions. One of the important and influential components on the satisfaction of public library users is the quality of services. The purpose of this study was to investigate the impact of the quality of public libraries services in Qaemshahr city from the perspective of library users. Based on this, the sub-goals of the current research are: Investigating the quality of Qaemshahr public library services; studying the satisfaction status of Qaemshahr public libraries users and determining the effect of "service quality" on the level of satisfaction of Qaemshahr public libraries users.
Methodology: The approach of this research is quantitative and it is considered to be applied research. Since the number of libraries under investigation is 5 and according to Cochran's formula, the sample size of 300 questionnaires was distributed in the mentioned libraries and the same number of questionnaires were returned. The research tool included the satisfaction measurement questionnaire as well as the LibQual questionnaire, which has three dimensions: "impact of library services", "information control", and "library space and location". It was obtained from the stratified sampling method. The validity of these two questionnaires was confirmed by experts. The reliability of the questionnaire was obtained by Cronbach's alpha test for all research variables and amounted to .81 and considering that the value of the alpha coefficient for both variables of library service quality and overall satisfaction of clients and the three variables of service impact, information impact and library location is more than .7 As a result, the reliability of variables and components is acceptable. In order to explain the conceptual model of the research and the research plan, first the effect of the three dimensions of the service quality variable on the dependent variable of the research, i.e. the overall satisfaction of users with the library was investigated. Then, using the necessary calculations, the type of each of the dimensions was determined based on the services of Kano's satisfaction model, and the performance level of each of the dimensions was obtained using IPA performance. In the present study, three dimensions of "service impact", "information control" and "library space and location" as independent variables along with the dependent variable of "users' satisfaction with library services" formed the research variables. By measuring the effect of LibQual dimensions on the dependent variable of user satisfaction and the calculations related to Kano's model, it was determined which of the components are among the levels of basic, functional and motivational factors and finally by using IPA performance (high and low performance), each feature was determined.
Findings: The ranking of the service quality components of public libraries in Qaimshahr city is significant. The service impact component is part of the group of motivational services with high performance, this shows that the managers of the studied public libraries do not need to improve the performance of this component. Instead, the performance of this component should be maintained at the current level. The information control component is a part of the group of motivational services and has a low performance, and if its performance is improved, it can cause a significant increase in satisfaction. The studied public libraries need to improve the performance of this component. The library location component is part of the functional services group. This variable has a low performance score. In the interpretation of functional service group, it should be said that increasing performance and variable level increases satisfaction and decreasing its level decreases satisfaction. It is necessary for the managers of the studied public libraries to try to improve the location of the library.
Conclusion: At present, the findings of the study generally indicate the desirability of the impact of information services and control and the space and location of the library is at a relatively desirable level. The general satisfaction with the quality of public libraries in Qaemshahr is relatively favorable. Satisfaction level was good for the three items and moderately desirable level for the three items.

Keywords

• Service Quality
• Customer Satisfaction
• Public library
• Kano Model
• AIPA Analysis

20.1001.1.22516344.1401.12.2.12.9

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