University Library Readers Perception Of Service Quality Evaluation Of Empirical Research

The Finnish famous marketing experts Gronroos reckons that the quality of service in essence is a perception of the consumers, which lies on the comparison between the expectation of service quality and the perceived service quality. Through the analysis of basic theory, the developing situation and evaluation model at home and abroad, we deduce the deficiency in the multiple viewpoints and the impacts of evaluation indexes. Therefore, we induct the main tools used in the research——Critical Incident Technique and Analytic Hierarchy Process. The application of the CIT in the evaluation of library research and the combination of CIT and AHP as a comprehensive viewpoint evaluation are the innovation of this research.As an approach used in measuring the perceived service quality, CIT offers a practical step-by-step approach to collect and analyze information about activities in special areas. By using the content analysis, we can classify and dispose the valid and invalid activities, then draw the conclusion after the analysis in depth. Initially, while using CIT, make sure the purpose of the investigation and the plan. Then through various forms of sample survey, objective and accurate collection of critical incidents, we guarantee wide coverage to the fullest extent possible. After the cooperative multiplayer, examination of the reliability index, and the in-depth analysis, we can classify the critical incidents and obtain the dimensions and the factors. Each dimensions contains the key factors and each key factors converge correspond critical incidents. Finally, we could interpret and report the data. The Analytic Hierarchy Process is a system analysis method, through building the hierarchical model, gathering the data and drawing the chart, pair wise comparison matrix, and consistency check, we can ascertain the weights of each factor and draw the conclusion. As to the evaluation of the library, CIT conducted an evaluation of the university library on the reader's perspective, as AHP gets and integrates the library experts'viewpoints. Via the combination of the two methods, we can achieve the level of the multiple viewpoints evaluation. As AHP can figure out the importance of the key factors related to the service quality of the university library, we can assure the impact of the key factors and gain the conclusions for strategic decisions.The author conducted an empirical evaluation research of Library of the Qufu Normal University (Rizhao Campus), adopted the methods of CIT and AHP. Primarily, I collected the critical incidents by questionnaire, interview and observation methods, including the satisfied and the dissatisfied. After the cooperative multiplayer, examination of the reliability index, and the in-depth analysis, we summarized that the quality of the university library covers four dimensions as the service personal, resources, environment and management. The dimension "service personal" concludes five key factors performance, ability, responsiveness, communication and empathy. The dimension "resources" consists of the key factors holding access, material collections and virtual resources. The dimension "environment" is made up of the key factors facilities, atmosphere and popularity. The dimension "management" includes the key factors maintenance, instructions and convenience. Moreover, I consult the experts in the library and get the viewpoints of them. Through building the hierarchical model, Pair wise comparison matrix, and the Maximum Eigenvalue Method computing the weights, we made certain of the importance ordering of the dimensions and the key factors. By means of comparing and analyzing the result of the CIT and the AHP, we built "Importance Performance Model". Via the measurement and the diagnosis of the importance performance model, we derive six suggestions from the above research that are:①Service with a smile, care readers via service.②Communicating with readers, nurture readers with knowledge.③Detailed service, provide readers with conveniences.④Introductions and education, resolve the discords.⑤Readers oriented, establish the scientific and standard management of the study rooms.⑥Being generous, deal with the complaint properly. Lastly, I predicted the prospect of the CIT, considering the integration of the CIT and AHP is suitable to the evaluations of the service quality of the university libraries.