SERVICE QUALITY ANALYSIS OF PRIVATE UNIVERSITIES LIBRARIES IN MALAYSIA IN THE ERA OF TRANSFORMATIVE MARKETING

Muhammad Farooq · Faisal Khalil-Ur-Rehman · Daha Tijjani Abdurrahaman · Waqar Younas · SABEEL SAJJAD · Aniqa Zreen

52 citations0/0 files storedInternational Journal for Quality Research

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Customer Service Quality and Loyalty Library Science and Information Literacy Web and Library Services

Abstract

This study aims to investigate and measure the satisfaction of students with the libraries' services of Malaysian Universities.To achieve this, a self-administered questionnaire was distributed among the students of private Universities.The survey instrument was adapted from Parasuraman's traditional SERVQUAL model.In this research total of 287 responses were collected from the users of libraries.After analysis of data with SPSS and Smart PLS 3, it has been concluded that the Service Quality dimension "Tangibles" is the most important factor in the satisfaction of the users.SERVQUAL components' reliability also has a significant positive impact on student's satisfaction.Compared to previous studies which say empathy has a positive relationship with the students' satisfaction we have found that the responsiveness plays a mediating role between empathy and customer satisfaction.If employees are empathic, their responsiveness increases and ultimately students become satisfied with the library services.This study is beneficial for the librarians and decision makers of the Universities.Library building, seating arrangement, printing and scanning facilities, and e-library content should be top priorities of all the management to increase library usage and keep the students satisfied.Library management should also focus on responding to student queries on a priority basis to improve the responsiveness which has a direct relationship with the students' satisfaction.

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References

2017Partial Least Squares Structural Equation Modeling 2001Consumer perceptions of service quality attributes at sporting events 2015Service quality perception and customer satisfaction in Islamic banks of Pakistan: the modified SERVQUAL model 2018Transformative Marketing: The Next 20 Years 2005Measuring service quality in b2b services: an evaluation of the SERVQUAL scalevis‐à‐visthe INDSERV scale 2011SERVQUAL in Malaysian universities: perspectives of international students 2010Comparative evaluation of critical factors in delivering service quality of banks 2012A Conceptual Study on the Relationship between Service Quality towards Customer Satisfaction: Servqual and Gronroos’s Service Quality Model Perspective

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