lecture of Fe Angela M. Verzosa for presentation before the Conference on Library Management in the Philippine Setting: Principles and Best Practices, Villa Caceres Hotel, Naga City, August 16-17, 2012

1. Best Practices in
Library Services
By Fe Angela M. Verzosa
National Conference on "Library Management in the
Philippine Setting: Principles & Best Practices"
Villa Caceres Hotel, Naga City, August 16-17, 2012
What do we talk about today?
•What are best practices?
•What is service quality?
•How can Libraries as a service
provider improve service quality?
•What are the dimensions of
service quality?
•How can we apply Service
Quality dimensions in
formulating best practices?
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2. First, let’s take a quick look at
libraries today and observe
the many changes….
To modern libraries
From traditional libraries
Library of the Faculty of Philology
in Berlin, Germany
Central Library in Vancouver, Canada
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3. The Changing Environment
• Cell phones • Social networking
• Texting • High transparency
• Multi-tasking (Facebook etc.)
• Expectation of fast • Online photo sharing
delivery • Less TV, more online
• Self-service news and blogs
information • Curating contents from
• Believe it’s all on the Web ( Scoop.it )
the Web
Impact of ICT on library
services
The global changes particularly in
Information and Communication
Technologies (ICT) have impact
on the functioning of academic
libraries. The developments in
ICT have changed the users’
expectation from the academic
libraries in different ways.
3

4. Changes in library services
• Online access to library
catalogues, databases and
the Internet
•Online/offline access to
digital resources
• Database searching
• Electronic reference
• Online circulation service
• Information literacy
program
• Public relations services
• Library promotion and
marketing
• Epublishing
Challenges in the changing environment
• focus on accountability -increasing
demand for libraries to demonstrate
outcomes/impacts in areas of importance
to institution
• emphasis on assessment of
student performance
• financial pressures - increasing
pressure to maximize use of resources
• expectation for rapid document
delivery
• user education in new technologies
• migration to online full-text
sources
• greater need for staff training
• need for Best Practices
4

5. What are best practices?
Terms and Concepts
Source: http://www.abc-clio.com/ODLIS/searchODLIS.aspx
best practices
In the application of theory to real-life situations,
procedures that, when properly applied,
consistently yield superior results and are therefore
used as reference points in evaluating the
effectiveness of alternative methods of
accomplishing the same task. Best practices are
identified by examining empirical evidence of
success. See, for example, the guideline of the
Association of College and Research Libraries
(ACRL) on Characteristics of Programs of
Information Literacy that Illustrate Best Practices
(2003). Compare with guidelines and standards.
5

6. Service Quality
“Libraries are in the service business. The
most important product they have is service.
Without service, libraries are indistinguishable
from museums or … they are a combination of
a maze and morgue for books. Service is a
pervasive ethic of the profession of
librarianship.”
(Gorman, 1999)
In the user-centered library, quality service
and user satisfaction are our primary goals …
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7. Key Library 2.0 Concepts
• The library is everywhere*
• The library has no barriers*
• The library invites
participation
• The library uses flexible, best-
of-breed, component-based
systems
• The library is a human-
centered organization
* Also stated as the concept of the library
as a place of unrestricted access to
information (McDonald, 2006)
Features of Library 2.0
• library services are frequently evaluated and
updated to meet the changing needs of library users.
• Library 2.0 calls for libraries to encourage users’
participation and feedback in the development and
maintenance of library services.
• This model requires active empowerment of library
users.
• Information and ideas flow in both directions from
library to the user and from user to the library,
• Library services have the ability to evolve and
improve on a constant and rapid basis.
• The user is participant, co-creator, builder and
consultant, whether the product is virtual or
physical.
7

8. Service Quality
• Demands understanding,
appreciating and
responding to user
perceptions
• Commits to continuous
evaluation and improve-
ment
• Learns from good and bad services outside the library
• Acknowledges the interdependence of content,
technology, facilities and (human) service
• Requires a staff knowledgeable of content, savvy with
technology, and committed to listening to and valuing
user input
• Encourages advice and suggestions for service
innovation
What is service quality?
• Service quality focuses on the
needs and expectations of
customers to improve products
and/or services.
• Service quality measures the
gap between the customer’s
level of expectation (from
minimal to desired, to
perceived) and how well they
rated the service(s).
• Measuring service quality in
libraries can be both a specific
project as well as a continuous
process to enhance and improve
services.
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9. Why measure service quality?
• to identify where services
need improvement from
users point of view
• to provide services that
are more closely aligned
with the expectations of
your users
• to compare our service quality with other
institutions in an effort to develop
benchmarks or best practices
What to measure?
• decide if you want to measure a specific
aspect of your library and information
service (e.g. the provision of information
literacy program) or the service as a
whole?
• If the whole service, decide all needed
indicators from each aspect of the
service: e.g. inter-library loans,
literature searching, inquiry handling,
library orientation, etc.
9

10. How to measure service quality?
Qualitative Methods: interviews, focus groups,
observation
Quantitative Methods: surveys (questionnaires,
customer comments cards), statistics (routine
data collection)
Standard tools:
– SERVQUAL
– LibQUAL+ (an adaptation from SERVQUAL, specially
for use in library and information services)
– ISO Standards
– Local Library Standards (indicating best practices)
Servqual dimensions
• Tangibles: appearance of physical facilities,
equipment, personnel, and communication
materials/resources
• Reliability: ability to perform the promised service
dependably and accurately
• Responsiveness: willingness to help customers and
provide prompt service
• Assurance: knowledge and courtesy of employees
and their ability to convey trust and confidence
• Empathy: the caring, individualized attention given
to the customers
10

11. Libqual+ metrics
• Service Affect – Human dimension
of service quality (empathy,
responsiveness, and assurance)
• Library as a Place – Library as
center of intellectual activity;
physical facilities; location; space
use
• Personal Control – Interaction with
modern library; digital
personalization and navigation; web
presence
• Information Access – Ease of
access; comprehensive collections;
relevant and timely information;
content
http://www.libqual.org/home
Sample Survey
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12. 12

13. 13

14. 14

15. Original Ten Dimensions for
Evaluating Library Service Quality…
• There are ten general
determinants of service
quality that can be
applied to most types of
service.
• These are general
criteria that can be used
to assess the quality of
service customers expect
and receive.
• These determinants can
be used to formulate
best practices.
Determinants of Perceived Service
Quality
Dimensions of Service
Word of Personal Past
Quality Mouth Needs Experience
1. Access
2. Communication
3. Competence
External
4. Courtesy Expected Communication
5. Credibility Service to Customers
6. Reliability
7. Responsiveness Service Perceived
Quality Service
8. Security
Gap Quality
9. Tangibles
10. Understanding/Knowing
the Customer Perceived
Service
© A. Parasuraman, University of Miami; not to be reproduced or disseminated without the author’s permission 30
15

16. Determinants of Service Quality
1. Access - the ease and convenience of
accessing the service(s)
2. Communication - keeping your users
informed; listening to your users
3. Competence - having the skills and
knowledge to provide the service(s)
4. Courtesy - politeness, respect,
consideration, and friendliness of staff at
all levels
5. Credibility - trustworthiness, reputation
and image
Determinants of Service Quality
6. Reliability - providing consistent, accurate
and dependable service(s); delivering the
service as promised
7. Responsiveness - being willing and ready to
provide service(s) when needed
8. Security - physical safety; financial security;
confidentiality
9. Understanding the customer - knowing
individual customer needs
10. Tangibles - the physical aspects of the
service such as equipment, facilities,
resources
16

17. Access - the ease and convenience
of accessing the service(s)
• convenient service hours
• alternative methods to
accessing services: e.g.
telephone and internet/
email; “Ask the Librarian”
• access to digital collections
from PC or remote access
• Instruction in use and/or
training sessions, when
needed
• availability of required
information / materials
• timely document delivery
service
Communication - keeping your users
informed; listening to your users
• visible and
visually appealing
signages
associated with
the service
• comprehensive
pamphlets/guides
and flyers
• clear suggestions
and complaints
procedures
17

18. Competence - having the skills and
knowledge to provide the service(s)
• all staff knowing their
job (duties/functions)
• Library staff with the
knowledge to answer
user's questions
• licensed professionals
possessing required
competencies and
expertise
• Up-to-date knowledge
and skills
Courtesy - politeness, respect, consideration,
and friendliness of staff at all levels
• Library staff deal
with users in a
concerned or
considerate fashion
• Library staff show
respect and courtesy
at all times
• Library staff are
friendly and
approachable
18

19. Credibility - trustworthiness,
reputation and image
• Library staff instill
confidence in users
• Library staff assure
users of the accuracy
and confidentiality of
their personal
information/data
• Library staff keep
users well-informed
• Library staff keep
their promises
Reliability - providing consistent,
accurate and dependable service(s)
• accuracy of
information provided
• performing services
right the first time
• keeping promises and
deadlines
• keeping users
informed about when
services will be
performed
• Dependability in
handling user's
service problems
19

20. Responsiveness - being willing and ready to
provide service(s) when needed
• Prompt service to
users
• Willingness to help
users
• Readiness to respond
to user's questions
•Keeping users informed
about when services will be
performed
•Resolving problems quickly
Security - physical safety; financial
security; confidentiality
• The Library is a
safe place
• The Library is
well-secured
• Library services
are adequately
funded
• Library records/
personal data of
users are kept
with
confidentiality
20

21. Understanding
the customer
• tailoring services where
practical to meet
individual needs
• giving users individual
attention
• keeping users’
professional and
personal preferences in
mind
• having the users' best
interests at heart
Tangibles - physical aspects of the service
such as equipment, facilities, resources
Visually appealing
facilities
21

22. Visually appealing
materials
associated with
the service
• Modern up-to-date
equipment/facilities
• Convenient service hours
Library as a Place…
22

23. Library as a Place…
A place to read
Library as a Place
Space that enables quiet study
23

24. Library as a Place
• A place for
reflection and
creativity
•A comfortable and
inviting location
PROCESS MODEL FOR CONTINUOUS IMPROVEMENT
OF SERVICE QUALITY
DO YOUR CUSTOMERS PERCEIVE YES CONTINUE TO MONITOR
YOUR OFFERINGS AS MEETING CUSTOMERS’ EXPECTATIONS
OR EXCEEDING THEIR EXPECTATIONS? AND PERCEPTIONS
NO
DO YOU HAVE AN ACCURATE NO TAKE CORRECTIVE ACTION
UNDERSTANDING OF
CUSTOMERS’ EXPECTATIONS?
YES
ARE THERE SPECIFIC NO
TAKE CORRECTIVE ACTION
STANDARDS IN PLACE TO MEET
CUSTOMERS’ EXPECTATIONS?
YES
DO YOUR OFFERINGS MEET OR NO
TAKE CORRECTIVE ACTION
EXCEED THE STANDARDS?
YES
NO
IS THE INFORMATION TAKE CORRECTIVE ACTION
COMMUNICATED TO CUSTOMERS
ABOUT YOUR OFFERINGS ACCURATE?
YES
© A. Parasuraman, University of Miami; not to be reproduced or disseminated without the author’s permission 48
24

25. a word of advice…
Library 2.0 best practices
• First, know who your customers are – present and
potential
• Next, find out what they want, what they need
• Formulate a plan, brainstorm for ideas to adopt for
working toward services that can be called Library 2.0
• Look to other libraries and outside organizations that
can help you come up with ideas for new or improved
service offerings that will better serve your current
users and better reach potential users
• Be flexible and willing to adjust whenever necessary
• Target to exceed expectations (if you can)
25

26. a word of advice…
and don’t forget
26

27. Questions?
famverzosa@yahoo.com
27

28. References/Further Readings
• Hernon, Peter and Nitecki, Danuta A. (21 April 2011). Service
Quality: A Concept Not Fully Explored. Library Trends.
http://findarticles.com/p/articles/mi_m1387/is_4_49/ai_77811351/
• Kyrillidou, M. Heath, F.H. (2001). Measuring Service Quality.
Library Trends: 49 (4): 541-799.
http://proquest.umi.com/pqdweb?RQT=572&TS=1250603063&clientId=
109526&VType=PQD&VName=PQD&VInst=PROD&PMID=23866&
PCID=1436580&SrtM=0&SrchMode=3&aid=1
• Measuring Service Quality by M Kyrillidou - 2001 – powerpoint
presentation
http://www.google.com.ph/url?sa=t&source=web&cd=4&ved=0CDAQF
jAD&url=http%3A%2F%2Ffoliozmsq.pbworks.com%2Ff%2Fmeasuring
.ppt&rct=j&q=library%20service%20quality%20ppt&ei=FhSgTfGhBsO
DcNzofEB&usg=AFQjCNEH8tLMCO9Tl3xCOc1GjDcpHSQijQ&sig2
=ut9o9XQ2qOLIA8rujAwrnA&cad=rjt
References/Further Readings
• Parasuraman, A. University of Miami. Library Assessment and
Benchmarking Institute (LAB 2002). Monterey, CA. September 13,
2002
http://www.google.com.ph/url?sa=t&source=web&cd=1&sqi=2&ved=0C
BUQFjAA&url=http%3A%2F%2Fwww.sla.org%2FPresentations%2Fsld
c%2Fparsu_LAB2002pp.ppt&rct=j&q=Parasuraman%20Lab%202002&e
i=JfGvTYbBBoyWvAOA9JSfBw&usg=AFQjCNFiiWyRvAZhXOFiSoF
MlHi3n0AaOQ&sig2=W0_biZmQW4WUh3CU2QYI1g&cad=rjt
• Bertot, John Carlo. Measuring Service Quality in the Networked
Environment: Approaches and Considerations.
http://findarticles.com/p/articles/mi_m1387/is_4_49/ai_77811355/?tag=m
antle_skin;content
• Phipps, Shelley. Beyond Measuring Service Quality: Learning from
the Voices of the Customers, the Staff, the Processes, and the
Organization.
http://findarticles.com/p/articles/mi_m1387/is_4_49/ai_77811349/?tag
=mantle_skin;content
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29. Please Remix/Reuse/Share!
This presentation may be used for your library or
organization without further request from the author. Please
feel free to use it in whole or in part, incorporate it into
another presentation, quote from it, snag the images, etc. A
citation to this presentation with a nod to the original author,
Fe Angela M. Verzosa, would be greatly appreciated.
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