Hon Sui Sen Memorial Library

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Hon Sui Sen Memorial Library
SERVICE OPERATION MANAGEMENT

• Prepared by Group
• Guus Goorts
• Kanako Shibata
• Ryan Reid
• Olivia Tsang

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Agenda

1. Methodology
2. SERVQUAL Analysis
3. Regression Analysis
4. Key Issues
5. Recommendations
6. Conclusions

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Methodology

• Primary data collection
• 106 sample size survey
• Intercept interview with convenience sampling

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Library Usage
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SERVQUAL Analysis
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Questionnaire

• 5 dimensions of service quality
• Reliability
• Assurance
• Tangibles
• Empathy
• Responsiveness
• Expectations and Perceptions
• 7 points Likert scale
• Sample Question
• How important do you rate Having staff that are
  approachable and consistently courteous to you 1
  2 3 4 5 6 7

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SERVQUAL Analysis
Mean of Expectation Average Expectation (Dimensions) Mean of Perception Average Perception (Dimensions) Score
Reliability 5.7525 5.74 5.97 5.46 5.84 Reliability 5.33 5.4 5.55 5.03 5.34 -0.4225
Assurance 5.595 5.57 5.62 Assurance 5.24 5.29 5.19 -0.355
Tangibles 5.485 5.04 5.58 5.69 5.63 Tangibles 4.9275 5.02 4.76 4.75 5.18 -0.5575
Empathy 5.12 4.85 5.7 4.81 Empathy 4.8467 4.75 5.23 4.56 -0.2733
Responsiveness 5.4525 5.56 5.33 5.62 5.3 Responsiveness 5.055 5.06 5.04 5.19 4.93 -0.3975
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SERVQUAL Analysis
SERVQUAL Dimension Score x Importance Weight Weighted Score
Average Reliability -0.4225 21.37 -9.03
Average Assurance -0.355 18.45 -6.55
Average Tangible -0.5575 23.33 -13.01
Average Empathy -0.2733 14.29 -3.91
Average Responsiveness -0.3975 22.56 -8.97
TOTAL TOTAL -41.47
AVERAGE AVERAGE -8.294
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Regression Analysis
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Regression Analysis for Overall Satisfaction Level

• Y Overall Satisfaction S
• X 5 dimensions 1 Reliability, 2 Assurance,
  3 Tangibles, 4 Empathy 5 Responsiveness
• S 1.536 0.4183 0.3252
• Improve on the overall satisfaction level in
  Tangibles Assurance

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Regression Analysis for Tangibles

• Y Overall satisfaction level in Tangibles T
• X Tangible Variables
• 1 Appealing physical facilities
• 2 Sufficient online catalogues, internet and
  printer terminals
• 3 Locate specific books easily
• 4 Conducive physical environment
• T 0.73430.26210.26330.3184
• Improve on 1, 3 4

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Regression Analysis for Assurance

• Y Overall satisfaction level in assurance A
• Assurance variables
• 1 Approachable and consistently courteous
  staff
• 2 Knowledgeable staff to answer questions
• A 0.794 0.2891 0.5642
• Improve both dimensions

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Key Issues

• Result of regression analysis
• Tangibles, Assurance as significant variables
• Specific issues within these areas
• SERVQUAL(GAP) analysis
• Tangibles
• Locate specific books easily
• Conducive physical environment
• Appealing physical facilities
• Assurance
• Knowledgeable staff to answer questions
• Approachable and consistently courteous staff

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Recommendations I

• Tangibles - Layout
• Put a map of the library near the entrance for
  patrons to locate materials
• Consolidated help desks on the ground floor
• Consolidate books on second and third floor
• Study area on third floor

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Recommendations II

• Tangibles - Equipment
• Increase the number of computers
• Implement same pricing system in photocopy
  machines
• Assurance
• Training for library staff
• Better guidance for students
• Open and approachable counter
• Pleasant experience/impression

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Conclusion

• SERVQUAL analysis
• Regression analysis
• Result priorities
• Tangibles
• Assurance

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Q A