PurposeThis research study is conducted to thoroughly investigate the users' expectations for excellent library service quality (LSQ) from college libraries. It will also identify whether there is any difference in the desired library service quality among different type of users, gender and academic discipline.Design/methodology/approachA survey method was used, and the data were collected from 998 respondents, which included faculty members, masters, bachelor's and intermediate students. In order to conduct the study, LibQUAL + instrument were adapted.FindingsThe results demonstrated that the users expected a higher level of services from the college libraries of Pakistan. The highest desired expectation of the users were related to “library as a place (LP)” dimension, while the lowest expectation was with regards to the “information control (IC)” dimension. The results indicated a significant difference among the various types of users and academic disciplines regarding their expectations with library services.Practical implicationsThe appointment of college librarians against nearly 500 vacant posts would significantly improve the LSQ in these libraries. The result of the study would indeed be useful for the college administration, librarians the Government of the Punjab and the Punjab Higher Education Commission (HEC) for future planning, improvement of services and allocation of resources.Originality/valueThis study is the first in-depth effort into investigating the LSQ of the college libraries of the Punjab, Pakistan. This study will be helpful to understand the LSQ from developing countries’ perspective.