Improving Library Users' Perceived Quality, Satisfaction and Loyalty: An Integrated Measurement and Management System

Transcription

1 Improving Librry Users' Perceived Qulity, Stisfction nd Loylty: An Integrted Mesurement nd Mngement System by Anne Mrtensen nd Lrs Gr0nholdt This rticle describes the development nd ppliction of structurl eqution model which llows librrins to quntittively mesure librry users' perceived qulity, stisfction nd loylty with librry s well s the degree to which specific elements of librry's services, collections nd environment contribute to those perceptions. The rticle reports the results of survey mong users t five Dnish librries with prticulr ttention to the Copenhgen Business School Librry. Anne Mrtensen is Associte Professor, Deprtment of Mrketing, Copenhgen Business School, Solbjerg Plds 3, DK-2000 Frederiksberg, Denmrk, <m.mrketing@cbs.dk>; Lrs Gr0nholdt is Professor, Deprtment of Mrketing, Copenhgen Business School, Solbjerg P/ds 3, DK-2000 Frederiksberg, Denmrk, <Jgmrketing@cbs.dk>. F ive innovtive Dnish librries,' supported by the Dnish Ntionl Librry Authority, decided to crete cross-librry performnce mesurement nd mngement system in This pln ws inspired by the successful experiences from the Europen Customer Stisfction Index (ECSI) pilot project in ECSI s well s the Americn Customer Stisfction Index (ACSI) 3 is founded on structurl modeling, bsed on vlidity nd opertionlity requirements. 4 It ws decided tht this modeling pproch, which would llow us to determine the degree of users' perceptions of librry vlue, individul stisfction nd loylty, the degree of interctions mong these perceptions, nd the degree to which nine bsic elements of librry services, collections nd environment contributed to these perceptions, should form the foundtion of the librry performnce mesurement system. THE MODEL OF LIBRARY USER SATISFACTION AND LOYALTY Bsed on literture studies, 5 focus groups mong librry users, nd experiences from the ECSI, the model for user stisfction nd loylty shown in Figure 1 ws developed. The bsic librry model links user stisfction to its determinnts nd, in tum, to its consequence, nmely user loylty. The determinnts to the left of Figure 1 represent six qulity dimensions: Electronic resources (e.g., the librry web, online ctlogues, dtbse serch systems nd ccess to electronic publictions), collections of printed publictions, other librry services (e.g., librry user courses), technicl fcilities (e.g., computers nd copying mchines), the librry environment (e.g., tmosphere, reding room nd librry hours) nd the humn side of user service (e.g., the librry stff's knowledgebility, helpfulness nd friendliness). Min cuse-nd-effect reltionships re indicted in Figure 1, nd provide nswers for wht helps crete user stisfction nd loylty. Actully, there cn exist mny more points of dependence between the vribles-the concrete rrow structure is determined by the results of the sttisticl nlysis. METHODOLOGY AND DATA The conceptul model in Figure 1 is specified s structurl eqution model with nine ltent vribles. Ech of the nine ltent vribles is mesured by set of mesurement vribles, observed by survey questions to librry users. The questions used to opertionlize the model were developed bsed on literture studies 5 nd n initil explortive phse, involving qulittive reserch (focus groups) mong librry users. Twentythree questions were designed in generic wy, mening tht they re flexible nd cn be used cross librries. Additionlly, ech librry my include further specific questions. One of the methodology's centrl elements is the use of generl model nd generic questions. Hereby, the model results re comprble cross librries. The 23 generic questions nd the corresponding ltent vribles re described in Tble 1. The ltent vrible 'user stisfction' is mesured vi three indictors empiriclly observed by the three questions tht hve dominted theory nd prctice within customer stisfction mesurement. 6 Ech question cptures different spects of n underlying stisfction perception. In combintion, the 140 The Journl of Acdemic Librrinship, Volume 29, Number 3, pges

2 Figure 1 The user stisfction nd loylty model nswers to these three questions give resonbly ccurte mesure of the ltent vrible for n individul. A user stisfction index is clculted by weighted verge of scores from the three questions, nd this pproch will be more useful thn single mesure from ny of the three questions. The use of multiple questions for ech ltent vrible increses the precision of the estimte, compred to use of single question. Furthermore, there is empiricl support for using such n pproch within stisfction mesurements.7 To demonstrte the pplicbility of the model, study ws conducted during the spring of 2001, where five Dnish librries, four university librries nd one public librry, prticipted. A questionnire for ech librry ws designed nd consisted of questions. 23 of these questions re the generic questions (described in Tble 1), tht is, they re identicl for ll librries, nd re used to estimte the model in Figure 1. The rest of the questions my be interpreted s librry specific, cpturing specific dimensions of the six determinnts. A 7-point scle is used to evlute the users' degree of greement with the sttements (questions), reflecting the nine ltent vribles. A totl of pproximtely 1900 users prticipted in the study, but this rticle only focuses on the results from the Copenhgen Business School (CBS) Librry with 344 respondents. Dt were collected mong the students s well s the fculty. Questionnires were hnded out to ll students visiting the librry in the dt collection period nd sent by inteml mil to the fculty. Bsed on the dt collected, the model in Figure 1 cn be estimted, tht is, sttisticl technique cn clculte vlues for the performnce level for ech of the nine vribles nd vlues for the degree of reltionship between the vribles (represented by the rrows in Figure 1). For ech librry the model is estimted by using the sttisticl technique prtil lest squres (PLS). 8 Reserchers in the res of qulity, mrketing nd consumer reserch regrd PLS s stte of the rt in stisfction nd loylty mesurement nd modeling. 9 'A preliminry dt nlysis showed tht... the chosen generic questions for ech ltent vrible reflect single underlying construct." ESTIMATING AND TESTING THE MODEL A preliminry dt nlysis showed tht the ltent vribles' inteml consistency relibilities were cceptble, tht is, tht the chosen generic questions for ech ltent vrible reflect single underlying construct. Figure 2 shows the estimted model for the CBS Librry with performnce indexes for ech ltent vrible (these re shown in bold type) s well s impct scores between the ltent vribles (these re shown on the rrows). The performnce index for ltent vribles is estimted by weighted verge of scores from the corresponding mesurement vribles (questions), trnsformed from the originl 7-point scle to 0-to-100-point (poor-to'excllent) scle. E.g. 'electronic resources' hs n estimted performnce index of 75 s shown in Figure 2. An impct score represents the effect of chnge in the performnce index of one point in ltent vrible. E.g. 1-point increse in the performnce index for 'electronic resources' results directly in 0.07 points' increse in the stisfction index s shown in Figure 2. But it ppers from Figure 2 tht there is lso n indirect effect vi 'user vlue'; more bout this in the next section. In evluting n estimted model, it is norml in sttisticl nlyses to ssess the overll model fit, tht is, how gret the correspondence of the ctul or observed dt re with tht predicted from the proposed model. An overll model fit mesure is the coefficient of deternintion (R 2 ), which mesure the proportion of the totl vrition in the effect vrible tht is explined by the vrition in the driving vribles. By estimting the model in Figure 1, we chieved high level of explntory power. The model is ble to explin 67% of wht drives user stisfction (R 2 =0.67). For the other four librries, the model lso provides very good explntion for user stisfction nd loylty (for user stisfction R 2 is from 0.60 to 0.74), nd the findings indicte good support for the developed model. All the reltionships between the ltent vribles shown in Figure 1 re tested, nd only the significnt reltionships re shown in Figure 2. The estimted model in Figure 2 shows tht: 'User stisfction' is creted s n interctive result of 'electronic resources,' 'collections of printed publictions,' 'technicl fcilities,' 'librry environment,' 'the humn side of user service,' nd 'user vlue.' My

3 T.stpnt Vrihle Electronic resources Printed publictions Other services Technicl fcilities f- The librry environment Humn side of user service User vlue User stisfction User loylty Tble 1 Mesurement Vribles for the Nine Ltent Vribles Mesurement Vrible (Survey Question) "Generl evlution of the electronic resources in the librry"' "Do the electronic resources in the librry meet your requirements?" 2 "Generl evlution of the rnge of printed publictions in the librry"' "Do the printed publictions in the librry meet your requirements?" 2 "The courses offered by the librry meet my requirements" 3 "The events orgnized by the librry meet my requirements" 3 "The qulity of courses nd events is high" 3 "Generl evlution of the technicl fcilities of the librry"' "Do the technicl fcilities of the librry meet your requirements?" 2 "Generl evlution of the librry design, tmosphere, opening hours, etc."' "Do the design, tmosphere, opening hours etc. meet your requirements?" 2 "Overll evlution of stff competence"' "Overll evlution of stff service nd friendliness"' "Does the service provided by stff meet your requirements?" 2 "I use the librry to keep up to dte" 3 "The librry's services stisfy my needs for knowledge, lerning nd developmenft 3 "The librry plys crucil role for me" 3 "Considering ll your experience of [librry nme], how stisfied re you in generl?" 4 "To wht degree do you consider tht [librry nme] fulfils your expecttions?" 2 "Imgine librry which is perfect in ll spects. How close to this idel do you consider [librry nme] to be?" 5 "Will you be using more of the librry's services in the future?" 6 "Is it importnt for you to be ble to use the librry in the future too?" 6 "Would you recommend the librry to other users?" 6 Note: 'Mesured on 7-point scle from 'poor' to 'excellent.' 2 Mesured on 7-point scle from 'much less thn expected' to 'much more thn expected.' 3 Mesured on 7-point scle from 'definitely disgree' to 'definitely gree.' 4 Mesured on 7-point scle from 'completely disstisfied' to 'completely stisfied.' 'Mesured on 7-point scle from 'very fr wy' to 'very close.' 6 Mesured on 7-point scle from 'no. definitely not' to 'yes, definitely.' *'User loylty' is creted s n interctive result of 'the humn side of user service,' 'user vlue,' nd 'user stisfction.' Three reltionships remin unconfirmed, nmely the direct effect of 'electronic resources' nd 'collections of printed publictions' cn 'user loylty' s well s 'other librry services' on 'user stisfction.' The fct tht 'electronic resources' nd 'collections of printed publictions' do not hve ny direct effect on 'user loylty' my be explined by the users not perceiving them s core librry services. Any given core service must, nturlly, be present to some extent-otherwise the librry would cese to exist. However, whether the core service is fulfilled bove minimum level only determines the degree of user stisfction, not whether long-term reltionship in the form of loylty is formed. We perceive user loylty s more long term nd generl gol, which reflects future use nd recommendtions of the librry. Another explntion could be tht 'electronic resources' nd 'collections of printed publictions' chnge rpidly t present, they lso improve nd become more extensive nd re thus perceived s being more short term in nture. One explntion for the fct tht 'other librry services' does not hve significnt impct on user stisfction could be tht these services re not the primry reson for the user's visits to the librry nd tht these offered services do not ppel to ll users. "We find tht 'collection of printed publictions' ffects 'user stisfction' most profoundly..." 142 The Jouml of Acdemic Librrinship

4 - Figure 2 The estimted model for the Copenhgen Business School Librry THE RESULTS FROM A STRATEGIC PERSPECTIVE Bsed on the impct scores in Figure 2, the totl impct, tht is, the direct nd indirect impcts, on 'user stisfction' nd 'user loylty' my be clculted. These numbers re shown in Tble 2. We find tht 'collection of printed publictions' ffects 'user stisfction' most profoundly: if this vrible is improved by one point, the stisfction index will rise by This impct is clculted by Tble 2 Effect of One Point- Improvement in the Determinnts on User Stisfction nd Loylty Effect Determinnt Effect on Stisfction on Loylty Electronic resources Collection of printed publictions Other librry services Technicl fcilities Librry environment The humn side of user service dding the direct effect on stisfction nd the indirect effect vi 'user vlue'. So 1-point increse in the index for 'collection of printed publictions' results in X 0.09 = 0.25 points' increse in the stisfction index. If we clculte ll the direct nd indirect effects of the other determinnts, it is reveled tht the 'librry environment' will lso mke the stisfction index rise by User stisfction is thus creted primrily vi 'collection of printed publictions' nd 'librry environment.' The reltive effect of the stff's service is only hlf the size of 'collection of printed publictions' nd 'other librry services.' 'Electronic resources' nd 'technicl fcilities' ply more mrginl role in the cretion of user stisfction. 'Other librry services' only slightly ffects user stisfction, lbeit in significnt wy, tht is, by score of This ws expected since 'other librry services' only ffects stisfction through vlue. When the focus is on user loylty, the overll picture is chnged so tht 'the humn side of user service,' tht is, the stff service, becomes centrl rehere with n impct score of Mngement thus needs to be skilled in motivting the employees to provide professionlly competent guidnce to the users, to be ccommodting when the user needs help, to try to minimize witing time t the lending counter nd so forth. In order to mke employees do their best in these situtions, it is necessry for them to be stisfied with their job nd to demonstrte high level of loylty to the librry. 'Collection of printed publictions' plys smller, lbeit centrl role for user loylty, tht is, n effect of 'Collection of printed publictions' thus plys role for user stisfction nd loylty. Therefore, mngement should closely study which spects they should focus on in connection with printed publictions. 'Technicl fcilities' nd 'other librry services' hve significnt, but very slight effect on whether the users re loyl-impct scores of Figure 2 illustrtes tht totl performnce index for 'user vlue,' 'user stisfction' nd 'user loylty' is estimted t 69, 73, nd 86, respectively. The performnce index for the six determinnts is lso shown in Figure 2. It is interesting to observe tht the lowest performnce index ppers for 'other librry services (55)' which is lso the determinnt with the wekest influence on 'user stisfction' nd 'user loylty.' 'The humn side of user service (82)' chieves the highest performnce index, nd this is lso the determinnt with the gretest impct on 'user loylty.' The remining deterrminnts chieve performnce indexes from 69 to 76. The estimted totl impct scores (from Tble 2) nd performnce indexes (from Figure 2) cn be combined by ctegorizing ech of the determinnts into n impct-performnce mp. Such dt presenttion is ppeling from mngeril viewpoint nd useful in priority setting nd strtegy development; therefore the mp is clled priority mp. A priority mp is shown in Figure 3 for creting 'user stisfction.' Ech driving vrible my be plced in one of the four cells in the mp. The lines seprting the respective cells re bsed on the verge of impcts nd performnce indexes, respectively. The four cells cn be interpreted in mngerilly useful wys.' 0 The upper-left cell is where performnce is strong, but the impct is low. At best, this suggests mintining the sttus quo. In some cses, there my be opportunities for trnsferring resources from the res in this cell. The upper-right cell is where performnce is strong nd impct is high. This re presents strengths, nd therefore the librry should keep up.the good work. The lower-left cell is n re in which My

5 the compny is not doing prticulrly well, lthough it does not,mtter. It is best to ignore this re; t lest it should hve very low priority. The lower-right cell represents the re of the gretest opportunity. This re is importnt for the librry users, nd the librry is not doing well. The librry should concentrte its effort here, nd dd resources to this re. Figure 3 shows tht the gretest potentil for improving user stisfction, providing tht the implementtion costs re the sme for ll six determinnts, reltes primrily to 'collection of printed publictions.' The users find tht it is very importnt tht the collection of books nd journls within the user's field of interest is suitble nd lives up to the user's needs. However, the librry chieves the lowest score in precisely this re. Thus, if the librry mngement wishes to improve user stisfction significntly, they should pln nd initite ctivities tht my improve the collection of printed publictions. 'Librry environment' cn be perceived s n re of strength for the CBS Librry when it comes to creting stisfied users. Users generlly find tht it is very importnt for librry to be set up well, to hve nice tmosphere, tht the opening hours re suitble nd tht the librry dequtely informs people bout its services. In generl, users find tht this is the cse t the CBS Librry, s the re 'librry environment' chieved very high performnce (index 76). It is not surprising tht 'librry environment' represents n re of strength for the CBS Librry. A few yers go, CBS built new nd very impressive building, nd the librry forms nturl prt of this extrvgnt building. In ddition, the librry hs extended its opening hours to llow students to use the librry on Sundys. However, 'electronic resources' nd 'technicl fcilities' re res tht my be perceived s future res of possibility. The librry does well in these two res tody, but unfortuntely they do not crry much emphsis with the users compred to the other res. Consequently, the res do not contribute gretly to the estblishment of user stisfction. 'Technicl fcilities' lies between res of possibility nd low priority nd should thus be monitored closely in the future-in which direction is this service moving? If the users emphsize Figure 3 Impct versus performnce in driving user stisfction: Priority mp co 0 u.u Impct this service less in the future, the resources should be reduced to chieve hrmony between the users' wishes nd the librry performnce. However, 'the humn side of user service' chieves very high performnce index nd is lmost n re of strength. This is lso the cse in Figure 4, where the focus is directed towrds creting loyl users. Here, the only re of strength is 'the humn side of user service.' Therefore, it is importnt tht the librry keeps n eye on this re, nd wtches its movements to mintin it s n re of strength. Bsed on Figure 4, we would even recommend tht this re receive extr resources so tht it my lso become future re of strength for the cretion of stisfction. ) 0 co Q 90 Humn side of 80 service e ib user8service Librry environment Electronic rejources 7 Technicl fcilihes Collection of printed publ 6 O Other librry services tions The 'collection of printed publictions' represents thret to the users' loylty just s it does to the cretion of stisfction. The users ttch gret importnce to the re, while the chieved performnce index is reltively low. As 'collection of printed publictions' thus is of gret importnce for the cretion of stisfction s well s loylty with the users, the mngement primry efforts should be directed towrds ctions tht cn improve this re. As for 'other librry services,' this re my be seen s wekness in reltion to the cretion of stisfction: users ttch very little importnce to this re nd, t the sme time, the chieved performnce index is reltively low. The re could be Figure 4 Impct versus performnce in driving user loylty: Priority mp Electronic resources 70 Technicl fcilities 60 Other librry services Librry environment Humn side of user service e Collection of printed publictions 50. I Impct The Jouml of Acdemnic Librrinship

6 v.vv Ltent Vrible Printed publictions The humn side of user service Tble 3 Specific Mesurement Vribles for Two Determinnts Specific Mesurement Vrible (Survey Question) "The rnge of books within my field of interest is generlly dequte" "The rnge of periodicls within my field of interest is generlly dequte" "Normlly the mteril(s) I wnt is vilble in the librry" "The librry is good t ordering mterils from other librries" "It is esy to tke out mterils" "It is esy to reserve mterils" "It is esy to renew lons" "Borrowing period is suitble" "Ordered mterils rrive quickly (ordered from other librries)" "It is esy to locte mterils I wnt on the shelves" "Stff provides good nd professionl guidnce" "Stff is friendly nd helpful" "The witing time t the lending counter is suitbly short" "The witing time t the informtion counter is suitbly short" Note: All questions re mesured on 7-point scle from 'definitely disgree' to 'definitely gree.' seen s low priority re, should therefore not be given ny more resources in the ner future. 'Librry environment' represents future possibility for creting loyl users t the CBS Librry. And regrding creting stisfied users it is n re of strength. To mintin the re s n re of strength, it should be closely monitored in the future nd possibly reinforced even further. 'Electronic resources' is lso n re to reconsider. However, we would not recommend tht the re is reinforced in the short term, s the effect on the cretion of stisfction s well s loylty is limited. Figure 5 Importnce versus performnce for collection of printed publictions: Priority mp Esy to reserve Esy to borrow e Esy to reneu Rnge of Suitble borrowing nod journls locte Getting rnterils the shelves from other librries Ordered Rnge of books mterils _ Mterils in-house Aj A) Reltive importnce ".. the gretest potentil for improving both 'user stisfction' nd 'user loylty' is linked to 'collection of printed publictions'..." THE RESULTS FROM AN ACTION- ORIENTED PERSPECTIVE Aprt from the 23 generic questions used to estimte the model in Figure 1, ll users nswered number of specific questions. These specific questions my now be used for the purpose of dignosing-tht is, elborting on the strtegic res tht we re interested in cquiring more detiled informtion bout. To expnd generic model with specific vribles (questions) hs been discussed nd implemented in the re of customer stisfction nd loylty." 1 The sme method is pplied here. After hving estimted the model, performnce index for ech ltent vrible my be clculted. Subsequently, sttisticl nlysis of the reltionship between computed performnce index nd its specific indictors my be crried out by the use of regression nlysis. Since the gretest potentil for improving both 'user stisfction' nd 'user loylty' is linked to 'collection of printed publictions,' it is logicl to strt to elborte on this re. Ten questions help to elborte on the determinnt 'collection of printed publictions,' nd the questions re described in Tble 3. The questions re used s regressors with the estimted performnce index for 'collection of printed publictions' s dependent vrible in bivrite regression nlyses. Bsed on the results of the regression nlyses, the reltive importnce is firly esy to clculte for ech question." The importnce scores re clculted reltively, tht is, the sum of the reltive importnce scores is 1. The estimted reltive importnce scores nd performnce levels (mesured s the verge performnce on scle) re combined by ctegorizing ech of the drivers in priority mp. This is depicted in Figure 5. As it ppers from Figure 5, the estimtion of the specific questions relted to 'collection of printed publictions' is very different nd chrcterized by gret del of vrition between the questions (performnce index between 50 nd 89). My

7 On the one hnd, the respondents perceived tht it ws ) esy to borrow mterils; b) esy to reserve mterils; c) esy to renew the borrowing of mterils. These services must be reconsidered nd cn represent future possibilities s they re not very importnt to the users, but the perception ws tht the CBS Librry fulfils these res very well. Either the users' perception of the importnce of these res must be strengthened in the future to become res of strength, or resources must be reduced to chieve hrmony between use of resources nd user perceptions. I On the other hnd, the respondents criticize.the following res: ) the rnge of books; b) the rnge of joumls; c) the librry mostly hs the desired mterils in-house; d) the librry is good t getting mterils tht they do not hve themselves; e) ordered mterils get in quickly. These represent specific res for improvement within 'collection of printed publictions' t the CBS Librry;s they scored prticulrly low (performnce index 51-68) but, t the sme time, they re hugely importnt for the perception of 'collection of printed publictions' (reltive importnce rnging from 0.10 to 0.16). The CBS Librry does not hve ny immedite res of strength within 'collection of printed publictions'. 'The humn side of user service is lso n importnt determinnt for improving user stisfction nd loylty." 'Suitble borrowing time' my be considered low priority re becuse of the reltively low performnce index, but it is close to being n re to reconsider. At present, we would not recommend spending extr resources in this re; rther the direction in which it is moving should be monitored. If it moves further into the low priority re, where it ceses to be unimportnt to the users nd where the librry's efforts re poor, no further work should be done in the re. 'The humn side of user service' is lso n importnt determinnt for improving user stisfction nd loylty. Which res should be improved in the future? For the purpose of nswering this question, the priority mp for 'the humn side Figure 6 Importnce versus performnce for the humn side of user service: Priority mp 0) 0~ I~~~~ Witing time t the informtion counter of user service' is depicted in Figure 6. Four specific questions cpture this dimension (see Tble 3). In generl, the level is very high for ll of the specific questions regrding 'the humn side of user service' (performnce index 70-83). The most significnt re is 'friendly nd helpful' (performnce index 83), which is lso ssessed s very importnt. The kind nd ccommodting stff is thus clerly strength of 'the humn side of user service' t the CBS Librry. The services 'professionl guidnce' nd 'witing time t the lending counter' re perceived s improvement res. Both res re very importnt for the collective evlution of the stff services (reltive importnce ), however reltively low performnce indexes re chieved for these. Mngement could consider sending the stff to do courses where the pedgogicl element of professionl guidnce is in focus, in this wy better hrmony between the stff's ctul high level of professionl competency nd the users' experience would be chieved. Witing to be serviced t the lending counter could be shortened by implementing time studies tht show when the need is gretest nd rrnge the stff's ttendnce ccordingly. Another possibility is to offer courses for users to mke them more self-sufficient. Priority mps, such s the ones shown in Figure 5 nd 6, provide the mnger s well s the employee with detiled knowledge bout the concrete ctions tht will improve user stisfction nd loylty. Reltive importnce Friendly nd helpfui Professionl guidnce Witing time t the lending counter I CONCLUSION AND MANAGERIAL IMPLICATIONS The user stisfction nd loylty model ws developed bsed on literture studies nd qulittive reserch s well s successful experiences from the Europen Customer Stisfction Index (ECSI). It is cuse-nd-effect model with three result vribles, tht is, 'user vlue,' 'user stisfction,' nd 'user loylty.' Six determinnts hve been identified s drivers for these result res. The developed model hs been pplied in five Dnish librries. Our experience with this ppliction of the model ws very good nd seems to be sufficiently flexible to work for different types of librries. The model my be used both descriptively nd normtively in support of mngement's decisions on ctions for the improvement of user stisfction nd user loylty. Our concrete exmple hs demonstrted tht the use of the model's results yield cler ction orientted recommendtions for res of improvement. Thus the benefit nd prcticl implictions of the model nd its mesurement instruments re evident. For individul librries, the model nd mesurement system my be useful mngement tool in three different wys: * Trcking performnce. * Benchmrking. Using bttery of similr questions, the model my be used consistently in different types of librries nd over some time. In this wy, it represents unique pltform for benchmrking. 146 The Journl of Acdemic Librrinship

8 * Priority setting nd strtegy development. Which determinnts should hve low priority or high priority? Which determinnts should the librry try to keep up the good work? Are there determinnts where resources should be djusted? Wht is the effect of vrious improvement ctivities for user stisfction nd user loylty? Which res should be llocted limited resources so tht user stisfction nd user loylty increses? The five prticipting librries hve used the results to set future plnning directions for collections nd services nd to determine res of future emphsis. Since the generl impression of the study ws very positive, other librries in Denmrk s well s in other countries hve expressed interest in the study. The Dnish Ntionl Librry Authority intends to implement the presented methodology s bsis for ntionl librry mesurement nd mngement system, which cn be pplied by ll librries nd provide useful informtion for continuous qulity improvements of librry resources nd services. Acknowledgments: This project ws prtly funded by The Dnish Ntionl Librry Authority. The uthors grtefully cknowledge the dt provided from five Dnish librries.' The uthors would like to thnk the five directors of librry, Michel Cott-Schonberg, Alice N0rhede, Lene Byrilsen, Rene Steffensen nd Peter S0ndergrd, nd librrin Piet Dhlstrom-Nielsen for discussions nd comments under developing the model nd designing the questionnire, nd help in ssembling the dt. NOTES AND REFERENCES 1. The Copenhgen Business School (CBS) Librry, The Dnish Phrmceuticl Librry, Helsingor Public Librry, The School of Architecture Librry nd Roskilde University Librry. 2. Anne Mrtensen, Lrs Gr0nholdt & Ki Kristensen, "The drivers of customer stisfction nd loylty: cross-industry findings from Denmrk." Totl Qulity Mngement, 11 (July 2000): ; Lrs Gr0nholdt, Anne Mrtensen & Ki Kristensen, "The reltionship between customer stisfction nd loylty: cross-industry differences," Totl Qulity Mngement 11 (4, 5 & 6) (July 2000): ; Ki Kristensen, Anne Mrtensen & Lrs Gr0nholdt, "Mesuring customer stisfction: A key dimension of business performnce," Interntionl Journl of Business Perfonnnce Mngement 2 (1, 2 & 3) (July 2000): ; 3. Cles Fomell, Michel D. Johnson, Eugene W. Anderson, Jesung Ch, & Brbr E. Brynt, "The Americn Customer Stisfction Index:.Nture, Purpose, nd Findings," Journl of Mrketing 60(4) (October 1996): 7-18; Eugene W. Anderson & Cles Fornell, "Foundtions of the Americn Customer Stisfction Index," Totl Qulity Mngement, 11 (7) (September 2000): S869-S ECSI Technicl Committee, Europen Customer Stisfction Index: Foundtion nd Structure for Hrmonized Ntionl Pilot Projects, Report prepred for the ECSI Steering Committee (October 1998). 5. E.g., Ptrici D. Mughn (1999), "Librry Resources nd Services: A Cross- Disciplinry Survey of Fculty nd Grdute Student Use nd Stisfction," The Journl of Acdemic Librrinship 25 (5) (September 1999): ; University of Cliforni, Berkeley, Librry Resources nd Services: A Survey of Use nd Stisfction. Questionnires for Fculty nd Grdute Students (University of Cliforni, Berkeley: The Librry, 1997); University of Cliforni, Berkeley, Fll 2000 Librry User Survey: Questionnire (University of Cliforni, Berkeley: The Librry, 2000). 6. Michel J. Ryn, Thoms Buzs, & Venktrm Rmswmy, "Mking Customer Stisfction Mesurement Power Tool," Mrketing Reserch 73 (Summer 1995): Cles Fornell, Michel D. Johnson, Eugene W. Anderson, Jesung Ch & Brbr E. Brynt, "The Americn Customer Stisfction Index: Nture, Purpose, nd Findings," Journl of Mrketing, 60 (4) (October 1996): 7-18; Michel J. Ryn, Thoms Buzs & Venktrm Rmswmy, "Mking Customer Stisfction Mesurement Power Tool," Mrketing Reserch 7 (3) (Summer 1995): 11-16; Michel D. Johnson & Anders Gustfsson, Improving Customer Stisfction, Loylty, nd Profit: An Integrted Mesurement nd Mngement System, University of Michign Business School Mngement Series (Sn Frncisco, Cliforni: Jossey-Bss Inc., 2000). 8. Cles Fornell & Jesung Ch, "Prtil Lest Squres," in Advnced Methods of Mrketing Reserch, edited by R.P. Bgozzi (Cmbridge, MA: Blckwell, 1994), Michel D. Johnson & Anders Gustfsson," Improving Customer Stisfction, Loylty, nd Profit: An Integrted Mesurement nd Mngement System, University of Michign Business School Mngement Series (Sn Frncisco, CA: Jossey-Bss Inc., 2000), p Rolnd T. Rust, Anthony J. Zhorik & Timothy L. Keininghm, Service Mrketing (New York, HrperCollins College Publishers, 1996), pp ; Michel D. Johnson, Customer Orienttion nd Mrket Action (Upper Sddle River, NJ: Prentice Hll, Inc.), pp ; Michel D. Johnson & Anders Gustfsson, Improving Customer Stisfction, Loylty, nd Profit: An Integrted Mesurement nd Mngement System, University of Michign Business School Mngement Series (Sn Frncisco, CA: Jossey-Bss Inc., 2000), pp , ; Mrtin Christopher, Adrin Pyne & Dvid Bllntyne, Reltionship Mrketing: Creting Stkeholder Vlue (Oxford, UK: Butterworth-Heinemnn), pp Ki Kristensen, Anne Mrtensen, & Lrs Gr0nholdt, "Customer stisfction mesurement t Post Denmrk: Results of ppliction of the Europen Customer Stisfction Index methodology," Totl Qulity Mngement 11(7) (September 2000): S1007-S Rolnd T. Rust, Anthony J. Zhorik & Timothy L. Keininghm, Service Mrketing (New York, HrperCollins College Publishers, 1996), pp ; Ki Kristensen, Anne Mrtensen & Lrs Gr0nholdt, "Customer stisfction mesurement t Post Denmrk: Results of ppliction of the Europen Customer Stisfction Index methodology," Totl Qulity Mngement, 11 (7) (September 2000): S1007-S1015. My

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