Customer Expectations: Concepts and Reality for Academic Library Services

Abstract

ver the past two decades technological innovations have provided libraries with the means to not only meet but also surpass customer needs and expectations. Initially, technology involved the automation of library staff functions, and customers experienced few benefits directly. With the development of the online catalog, customers experienced a faster, easier, and more efficient method of searching. As online systems became commonplace, librarians began to realize the new and exciting possibilities to which increased automation can lead. The flexibility of electronic data led to shared catalogs, dial access, and remote charging, thereby allowing customers to search multiple catalogs remotely, even from the comfort of their own homes or offices. In addition, the use of telefax machines has dramatically reduced the turnaround time for the remote processing of photocopy requests. Innovations such as full-text databases and document delivery systems are increasing.Consequently, students and faculty have experienced directly the benefits of technology through enhanced student performance and increased faculty productivity.However, while these and other advances successfully have increased customer satisfaction, they have likewise raised customer expectations. As a result, academic libraries should be searching constantly for new ways to keep up with those expectations. Multimedia products and an explosion of networked information add a whole new level of complexity for information seekers and providers alike. Unfortunately, this complexity, coupled with today's financial constraints, often makes it difficult to decide which products and services are best for the library. Blindly embracing sophisticated technology does not necessarily translate into optimal or even enhanced service. Rather, academic librarians should implement technology within the context of a grand service vision that library staff and customers

A Study of the Causes of User Dissatisfaction in Academic Libraries: A Case of University Students in a Developing Country

“…Additionally, libraries are not always run by people who actually like their jobs, and thus may not be willing to help the users. A number of research studies (see Shi et al, 2004;Martensen & Gronholdt, 2003;Cullen, 2001;Flanagan & Horowitz, 2000;Hernon, Nitecki & Altman, 1999;Heckart, 1999;Millson-Martula & Menon, 1995;Green, 1990), therefore, emphasized that the libraries need to focus on users' needs, their expectations and satisfaction in order to resolve these problems.…”

“…Millson-Martula and Menon (1995) recommended considering users as customers and as individuals, and noted that gaps exist between the library and its customers. According to them, lack of interaction between the library and the users is one of the major gaps.…”

Development of a Service Framework for Library Users from Customer Relationship Management Perspective

“…Viewing users as customers was first mentioned by Millson-Martula and Menon (1995). They report that gaps between the library and customers exist, such as the lack of interaction between library staff and the students and faculty.…”

“…In the 1980s, library users were regarded as end-users, and Ojala was the first to propose in 1986 that libraries treat users as customers and must be able to meet their demands should. Considering the importance of users to libraries, researchers have proposed that library management consider user needs as well as customer expectation and satisfaction in setting management goals (Green, 1990;Millson-Martula and Menon, 1995;Heckart, 1999;Hernon et al, 1999;Flanagan and Horowitz, 2000;Cullen, 2001;Martensen and Gronholdt, 2003;Shi et al, 2004). Since the emergence of a network environment, libraries have to pay close attention to their customers' opinions (Cullen, 2001;Van Groenendaal, 1997;Xie, 2006;Koohang and Ondracek, 2005).…”

A Conceptual Framework of Library Reader Service from Customer Relationship Management Perspective

“…Numerous studies have demonstrated that the importance of library service is users-oriented and the needs of meeting their demand and expectation [1][2][3][4][5][6][7][8]. The proliferation of information technology (IT) brings users" needs for timelier, convenient, speedy information delivery in recent years.…”