An Investigation of Service Expectations: Developing and Validating an Alternative Scale for Service Quality Assessment in Academic Libraries

Abstract

The article provides an overview of the expectations and perceptions of library service quality from university students in Bangladesh. A modified version of the five dimensional SERVQUAL instrument was used to collect data from the universities. Respondents were asked to indicate their opinion on three columns, i.e., desired, minimum, and perception of service performance using 28 service items. It was found that the students’ desired expectation for services is unreasonably high. The study, therefore, made an effort to examine the sources of their expectation to develop and validate an alternative item-scale for service quality assessment. The results indicate that the students’ expectation sources had a significant impact on their opinion on service quality. A large proportion of students felt that their expectation for quality services is their right. This led them to rate higher desired expectation score for services. It suggests that user's desired service expectation is unrealistic and is not reliable for quality measurement. Based on this, the study argues that the prior scales of service quality assessment, particularly the calculation of the gap difference between perception of service performance and desired service expectation cannot produce a realistic result. An alternative item-scale, called real service expectation, was developed to calculate the gap score between perception of service performance and real service expectations. The computation of real service expectation, and the corresponding gap analysis could provide a new strategic direction for service quality assessment in academic libraries.