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Library Philosophy and Practice 2011
ISSN 1522 - 0222
A Survey of User Perception
and Satisfaction with
Reference Services in
University Libraries of Punjab
Shafiq Ur Rehman
PhD Scholar, Université Charles-de-Gaulle - Lille 3 (France) &
Senior Librarian
University of the Punjab, Lahore, Pakistan.
Farzana Shafique
Lecturer
Department of Library and Information Science
The Islamia University of Bahawalpur
Pakistan.
Dr. Khalid Mahmood
Professor
Department of Library and Information Science
University of the Punjab
Lahore, Pakistan
Introduction
Despite the processing and propagation of library resources, a key trait of a
university library is the services based around personal interaction between users
and the library staff. Libraries should make sure that these services show proper
levels of customer care and that the information given to the users is useful and at
the right level(Loughborough University Library, 2005). Retting (1993) has pointed
out that the distinguishing features of reference include a staff designated to
provide the service; a collection of reference works accessible to the public in an
area set aside for the provision of the service; adequate guides to the library’s
resources; and a high degree of interaction between the staff and the clientele.
Although in today’s world the term reference service encompasses more activities
than mentioned by Retting. In this context Mitchell (2008) has rightly said that
today’s reference librarians are actively engaged with the many emerging new
processes by which learning occurs. Further, reference librarians in academic and
research libraries are actively engaged with the many emerging new processes not
only by which learning occurs, but also by which research is done. To be
successful, today’s reference librarians need to not only understand but also
embrace current and emerging technologies affecting reference functions and the
information needs of library users. Indeed, wherever or however we provide
reference service, we are all cognizant of the major changes in libraries – changes
that stem from countless cultural, economic, legal and social developments that
have impacted, and continue to impact, our work. Similarly King (2005) and Hiller
(2001) have mentioned that the information needs and expectations are
continuously changing in the rapidly changing information scenario. Libraries need
to re-orient their collections, services, and facilities to keep pace with these
advancements. User feedback is considered as a more reliable factor in measuring
the utility and effectiveness of any library. This is the reason that library user
surveys have become widespread in academic libraries during the past twenty
years. Surveys have often been used as a tool to assess service quality and user
satisfaction. By making user surveys a regular part of the library’s functions,
librarians can provide a comparative ‘snapshot’ of usage in various temporal
contexts.
Background of the Study
The provision of reference services has been, and still is, at the heart of all
libraries in every sector be it academic, public or special. Until the internet
changed forever the way we access information, it was the exclusive preserve of
the “Reference librarian” to provide information directly to the client (Weddell,
2008). Evaluation of library reference services began in earnest in the late 1960s
and early 1970s when budgetary situations required justification of the existence of
all services in the library. A close examination of a reference service provides
library administration and involved librarians with a clear understanding of how well
the service is meeting its intended goals, objectives, and outcomes, how well the
service is helping users fulfill their information needs, and whether the expended
resources are producing the desired results (Pomerantz, Luo & McClure, 2006).
Evaluation of reference services from different point of view serves different
purposes. For example Saxton & Richardson (2002), has pointed out that most
reference evaluation studies employ either “the query-oriented approach primarily
concerned with testing the accuracy of answers to reference” or “the obtrusive
user-oriented approach primarily concerned with testing levels of user satisfaction
with the service”. Similarly Whitlatch (2000) has mentioned four primary features of
reference services for evaluation such as “economic feature”, e.g. cost
effectiveness, productivity measure; “service process”, e.g. measures of
satisfaction with the service provided; “resources”, e.g. measures of quantity and
quality of materials, staffing, equipment, and facilities supporting the service; and
“service outcomes or products”, e.g. measures related to the quality of answers or
information delivered. Grossa & Saxton (2002) reported a secondary analysis of a
user survey administered in 13 public libraries and examined user ratings of
reference services by transaction type. Transaction type is defined dichotomously
as self-generated (users transacting questions they have determined for
themselves) or imposed (agent users in the library seeking information on behalf of
someone else). Users with self-generated questions rated library services lower
than did users with imposed questions. Both groups rated the library experience
lower than their reference desk experience, and imposed queries were responsible
for proportionately higher ‘‘first time’’ use of the reference desk. No significant
difference existed between groups for ratings of finding useful information in the
library, finding everything wanted in the library visit, frequency of library use, or
levels of attained formal education. There were significant differences found for
ratings of the reference librarian’s service behaviors, user satisfaction with
reference service, and frequency of reference desk use.
User satisfaction and optimization of resources have become important areas for
libraries to maintain awareness of. Many libraries esp. the university libraries are
focusing on evaluation of the users’ needs and their satisfaction with their
services. User surveys can provide useful perceptions of service quality in libraries.
For example Texas A&M University libraries conducted focus group studies in
2001 with graduate and undergraduate studies in order to gather specific
information related to their satisfaction with and confidence in the assistance
provided at library service points. The sessions revealed that users were generally
pleased with the assistance provided them by professional staff at reference desks
and that they found librarians to be usually patient and helpful although there were
some elements of dissatisfaction identified by the respondents. The findings of
such studies are being used to improve library directional tools and to improve
staff training for public service staff (Crowley & Gilreath, 2002).
Similarly, Loughborough University Library decided the annual user survey for
2004/ 2005 academic year. The purpose of the survey was to gather a broad
understanding of how users perceive the service they receive at the various desks.
The focus specifically was on perceptions of the customer care they receive and
the level of information provided (Loughborough University Library, 2005). Loorits
& Dubjeva (1997) have reported the satisfaction of the users with reference
services at Tartu University Library. The results of a user survey carried out in the
framework of a Baltic-Swedish joint project at the library in spring 1995, and the
statistical data gathered at the same time were analyzed by them. According to
them the same autumn another survey was organized to gather statistical data to
follow the dynamics of reference services. Similarly Novotny & Rimland (2007)
have discussed a service quality study conducted in the Pennsylvania State
University Libraries. The Wisconsin–Ohio Reference Evaluation Program survey
was selected as a valid, standardized instrument. They presented their results,
highlighting the impact on reference training. According to them a second survey a
year later demonstrated that focusing on behavioral aspects of reference can
improve service quality ratings. Providing quality reference service is not easy, and
any approach needs constant evaluation. Close attention to user needs can guide
the reference staff about future changes. For example, Fitzpatrick, Moore & Lang
(2008) have predicted the future directions of reference service based on the
findings of a study such as programmatic information literacy instruction,
integration of library resources into the curriculum, and librarians spending more
time in academic buildings outside of the library in high-activity locations.
Reference service is most effective and efficient when the librarian has a presence
at the point of need. In the changing scenario many reference departments have
reduced librarian time at the Reference desk. Instead, they are creatively seeking
users’ multiple points of need online via instant messenger, chat, phone, email, and
face-to-face outside the library in classrooms, labs, and cafés. According to Dent
(2000) the Interactive Reference Assistance (IRA) project is an example of one
such service innovation at the University of Michigan. Keeping the importance of
reference services in view many studies are conducted in the developed world, but
in Pakistan the situation is not encouraging. Very few studies are conducted to find
out the status of reference service in different libraries of Pakistan. For example,
Raziuddin (1998) studied different aspects of reference services like reference
questions, reference interview, and reference librarians’ competencies, kinds of
reference sources and impact of computer on reference services. She pointed out
that reference services are almost out of practice in Pakistan and very few libraries
provide reference services and have reference librarian. Bashir (1977) discussed
the reference services in college libraries, while Haq (1993) investigated the
reference services in the Quaid-e-Azam Library and emphasized on the
improvement of not only reference services but the skills of librarians as well. He
mentioned that active and knowledgeable reference librarians along with adequate
reference tools are more helpful for library users and suggested the frequent
performance evaluation of libraries.Khan (1979), Mirza (1981) and Khan (2006a)
described the impact of electronic data processing on reference services and
highlighted various computer based reference services in Pakistan. Khan (2006b)
probed the 153 students’ perception of the reference librarian and how do they
approach them for services at Peshawar University Library. Majeed (1998)
investigated the public services of Punjab University Library and she presented the
status of reference services in the Library. Rafi (2006) conducted an appraisal of
reference services offered by Quaid-e-Azam Reference Library. She mentioned
that majority of users were satisfied with reference services but there is a need to
update the printed reference sources. She furnished various recommendations for
further improvement. Similarly, Saddique (2006) surveyed the reference services
offered by the IRC (previously known as Reference Section) of the University of
Punjab, Lahore. He investigated the user’s perception about IRC. He found that
during last few years IRC services have improved but there is a need for more
training of staff and the users as well. Extensive information literacy program
should be developed for users. Keeping the problems of developing countries like
Pakistan in view, Lopes (1992) has rightly pointed out that the setting up reference
services and referral centers in libraries in developing countries must be
considered as an increasingly important factor in the development of effective
libraries and information systems in developing countries.
Problem Statement, Objectives and Methodology of the
Study
Review of the above literature reveals a wide gap in the provision of reference
services. As the situation of university libraries in Punjab is better than other
provinces, so to take a broader understanding of reference services in university
libraries of Punjab, a reasonable sample of well established general universities of
Punjab was selected for this study. The basic objective of this study was to gather
a broad understanding of how users perceive the reference services they receive
at their university libraries and their satisfaction with these services.
Methodology
The survey is limited to all public sector general university libraries (central
library/main library) (N=10) of the Punjab province (Pakistan) having a reasonable
collection, staff, and separate reference section, as well as a reference librarian.
One hundred questionnaires were distributed in each university library selected for
the study. The sample from all public sector universities was purposefully selected
from library users. To be included in the selection, a library user had to be full time
student or faculty/staff member. Additionally, he also has some experience of using
library reference services. The questionnaire was distributed to the users during
their physical visits to the concerned library.A questionnaire-based cross-sectional
survey research design was employed. It was a cross-sectional survey because
the data were collected from the subjects at one point in time. This was done
keeping in view the time constraints. Out of 1000 questionnaires distributed, 507
filled in questionnaires were returned to the researchers in the usable form. The
rate of response was, therefore, 50.7 % in our case which was sufficiently high
with regard to a survey research design. All areas of reference services to
measure different constructs were combined in the form of a questionnaire
(containing 24 questionnaire items/statements). It used a five-point Likert scale.
The scale used for each item was from 1 strongly disagree) to 5 (strongly agree).
To assess the reliability and validity of the scale, Cronbach’s alpha (α) was
executed on the scale. The Cronbach alpha value is 0.911, which is higher than
the general standard of 0.80, items suggesting a good reliability of overall
questionnaire. The first part also contained demographic questions i,e. status, sex,
frequency of library visit, frequency of reference section visit, name of the
organization etc. and an open-ended question for gathering further opinion. The
questionnaires were received by the authors through mail, email (scanned copy of
the filled questionnaires) and personal visits. The data were analyzed both
qualitatively and quantitatively to reach at conclusions. Quantitative analysis was
done with the help of Statistical Package for Social Sciences (SPSS-version 16).
Data Analysis and Related Discussion
Personal Profile of the Respondents
Acquired responses reveal that in total 507 i.e., 277 (55%) male and 230 (45%)
female users from different university libraries responded against the questionnaire
(Table 1). Table 2 presents the frequency distribution of responses acquired from
each university. Most of the responses were received from the Islamia University
of Bahawalpur (94, 19%) and then from University of the Punjab, Lahore (89, 18%)
due to personal visits by the authors. Of the 507 respondents, 460 (91%) were
students, 22 (4%), faculty members and 13 (3%) different staff members of the
relevant universities (Table 3). Most of the students were studying in MA/MSc
programs (321, 63%), while 125 (25%) did not mention their level of studies (Table
4).
Table 1: Frequency Distribution of Respondents’ Gender
Gender Frequency Percent
Male 277 55
Female 230 45
Total 507 100
Table 2: Frequency Distribution of the Responses Acquired from each University
Rank Names of Responded University Libraries FrequencyPercent
1. Islamia University of Bahawalpur 94 19
2. University of the Punjab- Lahore 89 18
3. Government College University-Lahore 60 12
4. University of Engineering and Technology-Lahore 50 10
5. University of Gujrat 46 9
6. Allama Iqbal Open University- Islamabad 43 9
7. Bahaudin Zakria University-Multan 40 8
8. International Islamic University- Islamabad 34 7
9. UVAS- Lahore 26 5
10. Government College University-Faisalabad 25 5
Table 3: Frequency distribution of Respondents’ Status
RespondentsFrequencyPercent
Student 460 91
Faculty 22 4
Staff 13 3
Missing 12 2
Total 507 100
Table 4: Frequency Distribution of Respondents’ Level of Studies
Level of Study FrequencyPercent
MA/MSc 321 63
Missing 125 25
M. Phil 29 6
PhD 18 4
BA-honors/BSc 14 3
Frequency of Library and Reference Section Visits
Table 5 shows the frequency with which the respondents were visiting the library.
The response shows a good trend of library visits because most of them were daily
(219, 43%) and twice a week (198, 39%) visitors of the library. On the other hand
the results show that 172 (34%) respondents were visiting the Reference section
of their respective library twice a week and 110 (22%) were visiting it daily. A great
number of respondents (106, 21%) were visiting it rarely (Table 6).
Table 5: Frequency of Library Visits
Library Visits FrequencyPercent
Daily 219 43
Twice a week 198 39
Monthly 31 6
Fortnightly 21 4
Missing 15 3
Table 6: Frequency of Reference Section Visits
Reference Section Visits FrequencyPercent
Twice a week 172 34
Daily 110 22
Rarely 106 21
Fortnightly 42 8
Missing 40 8
Monthly 37 7
Respondents’ Perception and Satisfaction with the
Reference Section and its Services
Table 7 shows the descriptive statistics of respondents’ perception and satisfaction
with the Reference section of their respective university library. They were asked
to rate different statements against a five point Likert scale. Some statements were
asked repetitively from different angles in order to get the clear feedback. To
interpret the results of the study the researchers considered satisfied services
those have mean score of 3.5 or above. These statements are categorized and
ranked for the purpose of data analysis. The categories and acquired responses
are as followed:
Reference Collection
Respondents were agree with the statement that Reference collection is adequate
for their information needs (mean=3.67), well-organized and easy to use (mean=
3.57) and appropriate material is available for answering the reference questions
(mean= 3.56). On the other hand most of the respondents gave no opinion about
the adequacy of print (mean= 3.44) and electronic (mean= 3.17) reference
collection.
Reference Staff
They agreed that the reference staff is competent and helpful (mean= 3.84) and
demonstrates good communication skills (mean= 3.58), but most of them did not
give any opinion about the statement that the reference staff immediately answers
their ready reference questions (mean= 3.44). It seems that they have shown their
perception and satisfaction with all the library staff rather than only about reference
staff.
Reference Services
The results show that most of the respondents showed no opinion about the
reference services of the library.
E-Reference Services
Respondents were also asked about the electronic reference services provided by
their libraries. They mentioned that they are strongly agree with the statement that
library Web pages are informative, helpful, and easy-to-use and a good source for
e-reference services (mean= 4.53). On the other hand they gave no opinion about
other statements probing their perception and satisfaction about the E-reference
services.
Facilities
The respondents agreed that Reference section's environment (noise level, heating
/ cooling, lights, furniture, cleanliness, etc.) is conducive to study and convenient to
use (mean= 3.88), and approach (mean= 3.86), its opening and closing hours
meet their needs (mean= 3.78) and it is easy to borrow reference material for
photocopy (mean= 3.71). On the other hand they expressed no opinion regarding
the provision of access to adequate electronic reference sources (mean= 3.28),
good Internet facility for searching online reference sources (mean= 3.21) and
availability of adequate computers for use of electronic reference sources (mean=
3.06).
Overall Satisfaction
It is revealed from the acquired results that the respondents were agreed that they
were satisfied with the overall quality of reference services (mean= 3.6).
Table 7: Descriptive Statistics of Respondents Perception and Satisfaction with the
Reference Section and its Services
Statements Mean Std.
Deviation
Reference Collection:
Reference collection is adequate for my needs
3.67 1.104
Library’s reference collection is well-organized and easy to find 3.57 1.178
Library has appropriate reference material for answering reference
questions 3.56 1.082
Print reference collection is adequate 3.44 1.058
Electronic reference collection is adequate 3.17 1.140
Reference Staff:
Reference staff is competent and helpful
3.84 1.125
Reference Staff demonstrates good communication skill 3.58 2.123
Reference staff immediately answers my ready reference questions 3.44 1.236
Catalog of reference material is easy to use 3.42 1.723
Reference Services:
Current Awareness Service (CAS) is helpful
3.33 1.417
Library provides adequate training on the use of reference services and
resources 3.13 1.225
Library provides good Interlibrary loan and document delivery services 3.10 1.093
E-Reference Services:
Library Web pages are informative, helpful, and easy-to-use and a good
source for e-reference services
4.53 24.767
Digital (E-mail & chat) reference services satisfy my need 3.10 2.075
Library answers the digital/electronic reference queries 3.10 1.054
Facilities:
Reference section's environment (noise level, heating / cooling, lights,
furniture, cleanliness, etc.) is conducive to study
3.88 2.09
Use of Reference section procedure is convenient 3.88 1.019
Reference section is convenient for visitors to approach 3.86 .936
Opening/closing hours of reference section meet my needs 3.78 1.059
Borrowing reference books for photocopying from the library is easy 3.71 1.076
Library provides access to adequate electronic reference sources for
research and information 3.28 1.921
Reference section provides good Internet facility for searching online
reference sources 3.21 1.344
Adequate computers are available for use of electronic reference sources 3.06 1.341
Over all Satisfaction:
I am satisfied with the overall quality of reference services
3.6 2.038
Scale: 5= Strongly agree, 4=Agree, 3=No opinion, 2=Disagree, 1=Strongly
disagree
Table 8: Difference on the basis of universities
Overall Satisfaction Sum of Squares df Mean Square F Sig.
Between Groups 7047.797 9 783.089 3.636 .000
Within Groups 106837.049 496 215.397
Total 113884.846 505
Comparison of User Satisfaction with the Reference
Services among the University Libraries
Opinions of the users about their satisfaction with reference services among
different libraries were compared on a five-point scale. Mean scores of their
satisfaction level of reference services about different libraries are given in Table 8.
To see the significance of difference between means of satisfaction, analysis of
variance (ANOVA) was used. It is a technique that partitions the total variation – a
term distinct from variance and measured by the sum of squares of deviations from
the mean – into components, each of which may be attributed to a definite source
of variation (Shafique & Mahmood, 2007). The results of ANOVA show that there
is significant difference (at the 0.05 alpha levels) among the means of different
universities. The results show that satisfactions of the respondents about different
services in universities are different (See table 8).
Suggestions Provided by the Respondents
The analysis of the free-text comments also provides more qualitative information
from the users’ perspective. Of the 507 respondents, 274 (54%) provided their
suggestions for the improvement of reference and other library services. Most of
them recommended for the provision of more facilities and reference services (n=
99), acquisition of new and updated reference material for all subjects (n= 84) and
provision of more reference services as mentioned in the questionnaire. Other
important suggestions were that the reference librarian and other reference staff
should be competent, well trained and should be able to answer all the queries of
the users. They recommended the provision of good ICT facilities and online
reference services as well (See table 9).
Table 9: Frequency Distribution of Suggestions Provided by the Respondents
Rank Suggestions Frequency
1. Library should provide more facilities and reference services 99
2. New and updated reference material should be acquired by the library in
all subjects 84
3. More reference services should be started as mentioned in the
questionnaire 83
4. Reference librarian should be competent 71
5. Reference staff should be well trained and answer all the queries of the
users 61
6. Internet and other ICT facilities/need good Internet speed 58
7. Online reference service should be started 57
8. Environment of the section should be conducive for research and study 33
9. Proper reference services should be started. Our library has no proper
concept of reference services 27
10. Reference material should be processed and arranged properly 26
11. More print/e-journals should be subscribed by the section 23
12. OPAC should be provided in the reference section as well 13
13. Reference material should also be issued to the users 11
14. Reference services should be of international standard 11
15. More trained reference staff should be appointed 9
16. User education programs should be started 8
17. Departmental libraries should also provide reference services 6
Findings
The study reveals that although respondents have shown their overall satisfaction
with the reference collection, staff, facilities and services provided by their libraries
but they did not rank highly satisfied to any category of reference service. Out of
24 statements 14 falls in the category of satisfaction level, but a review of
responses against other similar statements and provided suggestions/comments
indicate that in some cases they gave their opinion about the overall library
collection, staff and services etc. rather than about reference section in particular.
Although most users do not have clear understanding of the complexities of library
systems, in order to implement customer-based changes, library administration
must accept user perceptions as valid statements of how patrons feel. Some
suggestions provided by the users were interesting such as regarding the provision
of reference services mentioned in the questionnaire i.e., chat reference etc. Any
how this is a significant finding that the respondents have valued the investment in
reference services by their university libraries. The level of user satisfaction with
these investments is also satisfactory.
Conclusion and Recommendations
We are living in the information age, where information explosion and customer
care are one of the major challenges. In this context, it is inevitable for a library to
provide richer information diets to their customers for fulfilling their information
needs. This reality is very well felt by the developed world and in those countries
reference and information services have seen revolutionary changes to meet the
new challenges of information age. This study investigated the overall user’s
perception and satisfaction with reference services in public sector university library
of largest province of Pakistan. This is first effort to investigate the user’s
satisfaction with reference services in Pakistan. The researchers hope that this
study will further motivate the future research on the topic in Pakistan. The
Reference services are often criticized due to lack of customer focus and input.This
study result suggest that concerned authorities should pay attention for the
improvement of present level of user satisfaction . Keeping this reality in view the
survey was an initial step for finding the status of such activities in the largest
Province of Pakistan. On the basis of findings of the study some recommendations
are made, which are as followed:
1. Libraries should pay special attention on the provision of good collection, staff
and services in their reference sections.
2. New ICT based services i.e., Electronic or virtual reference services should be
introduced by the libraries.
3. Consideration should be given on future service development. The reference
staff should be trained in maintaining high level of customer satisfaction in face to
face services.
4. University libraries should consider the features of “user friendliness and
helpfulness” while designing online or electronic services for their users.
5. The concept of customer care training should be introduced at the library
schools and libraries as well.
6. Library instruction program should target undergraduate students who are most
in need of assistance in the use of different library resources and services.
7. Such studies should be conducted more frequently. Other provinces of the
country are also needed to be studied.
8. User satisfaction survey research should be conducted in Pakistan at the macro
and micro levels on different aspects of reference services.
9. Library schools should pay special attention on training the future reference
librarians by giving them the assignments of long and short range questions and
electronic reference services.
10. Findings of the study should be considered by the relevant individual university
libraries in particular and other libraries in general for improvement of their
reference services.
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