Title: Measuring Service Quality through
Customer
Satisfaction and Complaint Management: A Case Study At The Private
University
Library
Abstract: Academic
libraries are facing two major threats, a global digital environment
and
increasing competitions. They must improve the quality of their
services
in order to survive. Retaining and growing their customers base and
focusing
more energy on meeting their customers’ expectations is the only way
for
academic libraries to survive in this volatile competitive environment
(Cullen,
2001). Traditionally libraries tend to be judged by their facilities
and
their collections, for example by the square meters of floor space, and
by
the number of volumes on the shelves and the number of journals or
databases
subscribed to. However, regardless of the size and the fantastic
facility,
the library would be considered to have done a very poor service if
they
don’t consistently meet the needs and expectations of its customers
(Miao
& Bassham, 2007). The purpose of this study is to evaluate the
service
quality that the MMU (Malacca) Library provides to its customers, by
measuring
the customers level of satisfaction and judgment on the importance and
effectiveness
of customer complaints management system implemented by MMU library. A
total
of 253 samples gathered from 300 questionnaires distributed among the
regular
users of MMU library. A questionnaire was designed and used as the data
gathering
instrument based on the SERVQUAL model which consists of five
dimensions
(tangibles, reliability, responsiveness, assurance and empathy). The
modification
of SERVQUAL questionnaires which examines the gap between perceived
value
and expectations of customers’ towards the services provided. The
concept
of “gap analysis” was applied to indicate the actual satisfaction level
of
customers towards the selected dimensions in the SERVQUAL model. Closed
–
ended questions were selected for both areas, satisfaction and
complaint
management. Based on a five point Likert scale, respondents are
required
to rate their satisfaction level according to their experienced with
MMU
Library. The study found that the dimensions of responsiveness and
empathy
stated as the lowest satisfaction level among MMU students. Some
recommendations
and suggestions are presented in this study to improve the service
quality
of MMU (Malacca) Library.
Author: Tan
Pei Kian