Service Quality Analysis of Private Universities Libraries in Malaysia in the Era of Transformative Marketing

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.

Sustainable Management of Sports Federations: The Indirect Effects of Perceived Service on Member’s Loyalty

“…To measure service quality, Parasuraman et al [25] proposed a comprehensive model comprising ten dimensions of service quality which was simplified under the name SERVQUAL [24]. This new five-dimension scale has been widely recognized and adopted in various fields [26][27][28][29][30]. SERVQUAL dimensions use aspects such as (1) tangibles, (2) reliability, (3) responsiveness, (4) assurance, and (5) empathy.…”

An Assessment of Students’ Satisfaction with the Quality of Library Electronic Information Services during COVID-19 Pandemic at Selected Universities, Kenya

“…When evaluating service quality, five measures are used, that is; Reliability, Responsiveness, Assurance, Tangibles and Empathy ( Farooq et al, 2019 ). Dependability is synonymous to reliability.…”

“…The SERVQUAL Model has been widely adapted to measure service quality (Nicholson, 2005;Ahmed &Shoeb, 2009 andFarooq et al, 2019). However libraries have also adapted various other approaches to evaluating their services.…”

Management of Loyalty and Its Main Antecedents in Sport Organizations: A Systematic Analysis Review

“… Parasuraman et al (1985) created a scale to measure quality based on 10 dimensions, which were subsequently summarized into five: (1) tangibles, (2) reliability, (3) responsiveness, (4) assurance, and (5) empathy ( Parasuraman et al, 1988 ). This scale has been the basis of numerous studies on quality in different settings ( Gilbert and Wong, 2003 ; Lee-Ross, 2008 ; Butt and de Run, 2010 ; Samen et al, 2013 ; Farooq et al, 2019 ), although it has also been criticized by many authors ( Cronin and Taylor, 1992 ; Buttle, 1996 ; Robledo, 2001 ). Several authors have created models to explain service quality in specific sectors ( Chang and Yeh, 2002 ; Chen and Chen, 2010 ; Meesala and Paul, 2018 ; Hult et al, 2019 ; Cuesta-Valiño et al, 2020 ; see Table 2 ).…”