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Understanding Customer Satisfaction: Methods and Tools for Listening to Customers

This overview highlights the various methods and tools available for organizations to listen to their customers, including transactional surveys, mystery shopping, focus group interviews, and more. It also emphasizes the importance of using a SERVQUAL-type instrument for these methods. The presentation includes insights from the LibQUAL+™ research and provides contact information for further inquiries.

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Understanding Customer Satisfaction: Methods and Tools for Listening to Customers

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  1. LibQUAL+™: Brief Overview London July 17, 2006 Presented by: Bruce Thompson http://www.coe.tamu.edu/~bthompson

  2. Multiple Methodsof Listening to Customers • Transactional surveys* • Mystery shopping • New, declining, and lost-customer surveys • Focus group interviews • Customer advisory panels • Service reviews • Customer complaint, comment, and inquiry capture • Total market surveys* • Employee field reporting • Employee surveys • Service operating data capture *A SERVQUAL-type instrument is most suitable for these methods Note. A. Parasuraman. The SERVQUAL Model: Its Evolution And Current Status. (2000). Paper presented at ARL Symposium on Measuring Service Quality, Washington, D.C.

  3. “22 Items and The Box….” Why the Box is so Important • About 40% of participants provide open-ended comments, and these are linked to demographics and quantitative data. • Users elaborate the details of their concerns. • Users feel the need to be constructive in their criticisms, and offer specific suggestions for action.

  4. “…and Five Ancillary Items” Either Zero or Five Ancillary items are selected to address local or consortial concerns • Items from the initial LibQUAL+TM item pool. • Items written by previous consortial groups.

  5. alpha By Language By Language Service Info. Lib as Group n Affect Control Place TOTAL American (all) 59,318 .95 .91 .88 .96 British (all) 6,773 .93 .87 .81 .94 French (all) 172 .95 .90 .89 .95

  6. alpha by University Type By University Type Service Info. Lib as Group n Affect Control Place TOTAL Comm Colleges 4,189 .96 .92 .89 .97 4 yr Not ARL 36,430 .95 .91 .88 .96 4 yr, ARL 14,080 .95 .90 .87 .96 Acad Health 3,263 .95 .92 .90 .96

  7. Institutional Norms for PerceivedMeans on 25 Core Questions Note: Thompson, B. LibQUAL+ Spring 2002 Selected Norms, (2002).

  8. LibQUAL+™ Resources • LibQUAL+™ Website:http://www.libqual.org • Publications:http://www.libqual.org/publications • Events and Training: http://www.libqual.org/events • Gap Theory/Radargraph Introduction: http://www.libqual.org/Information/Tools/libqualpresentation.cfm • LibQUAL+™ Procedures Manual:http://www.libqual.org/Manual/index.cfm

  9. LibQUAL+™ ContactInformation • Martha Kyrillidou • Director of Statistics and Service Quality Programs • martha@arl.org • Mary Jackson • LibQUAL+™ Services Manager • mary@arl.org • MaShana Davis • Technical Communications Liaison • mashana@arl.org • Richard Groves • Customer Relations Coordinator • richard@arl.org

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