Factor analysis of service quality in university libraries in sri lanka

Industrial Engineering Letters www.iiste.org
ISSN 2224-6096 (Paper) ISSN 2225-0581 (online)
Vol.3, No.5, 2013
40
Factor Analysis of Service Quality in University Libraries in Sri
Lanka – An Application of Servqual Model
Prof. (Dr)T.Velnamby, Dean-Faculty of Management Studies &Commerce, university of Jaffna, Sri Lanka,
tvnampy@yahoo.co.in
Mr.S.Sivesan, Lecturer, Department of Marketing, University of Jaffna, Sri Lanka,
sivesanputtur@yahoo.co.in
Abstract
This research paper seeks to advance the application of SERVQUAL tool developed by Parasuraman et.al
(1985) for measuring services quality. In Sri Lanka, realizing the necessity of complying with customer
perception of high quality service, have begun to search for alternative ways to satisfy their customer on the
basis of service quality. This study, therefore, examines the factors determining the service quality of
university libraries. . Primary and secondary data were used to conduct the study. Sophisticated statistical
model as “Exploratory Factor Analysis” (EFA) has been used. The study reveals that four factors extract from
the analysis that together accounted 50.317% of the total variance. These factors were categorized as convenient
opening hours, current information, collection comprehensiveness and convenient access to collection.
Keywords: Service quality, SERVQUAL model, convenient, current information, comprehensiveness, and
convenient access
1.0 Background of Study
The turn of the century has been propounded changes in the global economy. Services have played a
crucial part in these changes, because services are becoming the way organizations meet with their markets
(Irons, 1997). Organizations have discovered that their survival no longer exclusively depends on the
products they offer, but also on the additional offerings they make to their customers that differentiate them
from their competitors. Innovative organizations, offering new services as well as unique customer services,
are now succeeding in markets where established organizations have failed (Lovelock and Patterson, 1998).
Service quality is a relativistic and cognitive discrepancy between experience-based norms and
performances concerning service benefits (Roest and Pieters, 1997). In modern business world, service
quality has become one of the most popular marketing issues. It is an approach that infiltrates many
academic disciplines, such as psychology, business and library science. As a result, many commercial
service quality studies have been commissioned by numerous service providers (Azar 2007; Badri, Abdulla
& Al-Madani 2005; Mazzeo 2004; Sivadas & Prewitt-Baker 2000), as it is critical for such service providers
to prove their strength in business performance in a competitive business environment (Chowdhary &
Prakash 2007; Mehta, Lalwani & Soon 2000; Park 2007; Shemwell, Yavas & Bilgin 1998). Universities in
Sri Lanka are government-owned institution. University libraries in Sri Lanka are managed within the
framework of the Universities Act No. 16 of 1978. Each national University has a library, which is
considered as one of the main departments in that university. It is administered by a librarian, who is one
of the principal officers of the University, and supported by professionals and supporting staff. The mission
of the university libraries is to provide the required support for teaching, learning and research by
performing a variety of functions, such as the provision of textbooks, supplementary reading and reference
materials, periodicals, and recreational resources. Objective of the study is to identify the factors which
determine the service quality of the library services. In other words, the purpose is to find out the
dimensionality of the library service being provided by the university libraries so that the service quality
model for the university libraries can be empirically worked out.
2.0 Literature Reviews
In the past three decades, although more and more research findings have appeared concerning
quality, it is still worth noting here that are several distinct conceptualizations of quality (Holbrook,
1994). In the present world, traditional service providing model and role of university libraries among
the user or customer are changed to technological development. Silva (1995) stated that Sri Lankan
University libraries fail to meet the customer expectation and also he articulates that lack or inadequate
fund provided by government. However, Nanayakkara (2008) expressed that the tangible and

Vol.3, No.5, 2013
41
intangible services available at University libraries in Sri Lanka are of a high standard compared to
other libraries on the Indian subcontinent. One of the main research instruments for measuring quality
in service industries is the servqual model, developed by Parasuraman Berry and Zeithaml and
Parasuraman, Zeithaml, and Berry (1985; 1988).
Library quality has been assessed in terms of library collections–size, diversity and comprehensiveness
of subject coverage (Dugan & Hernon 2002; Nitecki 1996). Hernon and Altman (1998) and Shi and
Levy (2005) emphasized that most traditional statistics regarding libraries lack relevance and do not
measure the library’s performance in terms of characteristics important to customers. These statistics
have particularly failed to describe the performance of the library or to indicate whether or not the
quality of the library is good, indifferent or bad. Dugan and Hernon (2002) perceive quality as a
multi-faceted concept that focuses on collections, services and the place of the library in the learning
process, within a given context. The level of service quality is represented by the gap between perceived
and expected service. The servqual model is based on five service quality dimensions, namely tangibles
(physical facilities, equipment and personnel appearance), reliability (ability to perform the promised
service dependably and accurately), responsiveness (willingness to help customers and provide prompt
service), assurance (knowledge and courtesy of employees and their ability to gain trust and
confidence) and empathy (providing individualized attention to the customers).
Service quality has three components viz. interaction quality (attitude, behavior, and expertise),
physical environment quality (atmosphere, design, social factors) and outcome quality (waiting time,
tangibles, and valence) (Brody and Cronin 2001). Sreetharan and Velnampy(2012) indicated that
Patients’ perceptions about health care systems seem to have been largely ignored by health care
managers in developing countries. Patients’ voice must begin to play a greater role in the design of
health care service delivery processes in the developing countries. It should go without saying that
customers are the lifeblood of all organizations, yet few companies seem to be fully capable of
matching their performances to the needs of their customers, either in quality, efficiency or personal
service. Zeithaml and Bittner (1996) expressed that customers have two types of expectation such as
desired and adequate expectations.
3.0 Research Design
3.1 Data sources
Given the nature of the present study, it was required to collect data from the primary and secondary
sources. Primary data were collected through the questionnaire. Secondary data were collected from
research studies, books, journals, newspapers and ongoing academic working papers. The collected data
should be processed and analyzed in order to make the study useful to the practitioners, researchers,
planners, policy makers and academicians.
3.2 Measures
The questionnaire was administrated to users (students, academic staff, and non- academic staffs) of the
university library. Questionnaire is prepared with seven point Likert- scaling system. In a way, qualitative
data converted into quantitative and then details analysis was made with appropriate statistical tools in
order to prove the objective and to test the hypotheses. Questionnaire is designed to gather the data.
Questionnaire consists of twenty three (23) statements to measure the service quality which can be
measured through staff approachability, complaint responsiveness, courtesy of the staff, personal attention,
supportive atmosphere, staff knowledge ability, promptness of the staff, reflective and creative place,
convenient access to collection, collection comprehensiveness, current information, good ventilation, good
functional furniture, good lighting facility, access computer, e- journal access, customer educational
programme, convenient opening hours, error free record in the system, helpful directional signs, need
oriented resources and air condition.
Sampling

Vol.3, No.5, 2013
42
Nowadays, thirty one libraries attached to the national universities, seven postgraduate institutions and
nine other higher education institutes (University Grants Commission of Sri Lanka Statistics 2007), but
we have selected three universities library users (University of Jaffna, University of Kalaniya and
Vavuniya Campus) for this study. Following table shows the sampling.
Table No-01 Details of sample
Ser.No Name of University No of Participants Number of
respondents
Percentage
01 University of Jaffna 100 87 87%
02 University of Kalaniya 100 71 71%
03 Vavuniya Campus 100 74 74%
Total 300 232
Figure 01: Details of sample
Using the random sampling technique, a total of three hundred library users (300) were selected as a
sample of the study from three universities in Sri Lanka. Two hundred and thirty two (232) respondents
completed the questionnaire and the rest did not return.
4.0 Results and Discussion
4.1 Reliability
It is important to test the reliability and validity of the instrument. The internal reliability of the items was
verified by computing the Cronbach’s alpha. Nunnally (1978) suggested that a minimum alpha of 0.7
sufficed for early stage of research. The Cronbach alpha estimated for each dimension of service quality in
Sri Lankan universities are given by Table 02.
Series1,
University of
Jaffna, 37.50,
38%
Series1,
University of
Kalaniya, 30,
30%
Series1,
Vavuniya
Campus , 32,
32%
University of Jaffna
University of Kalaniya
Vavuniya Campus

Vol.3, No.5, 2013
43
Table No-02 Reliability Statistic – Measure of Service Quality
S.No Dimensions of Service Quality Cronbach’s Alpha if item
Deleted
01 Staff approachability .929
02 Complaint responsiveness .911
03 Courtesy of the staff .909
04 Personal attention .911
05 Supportive atmosphere .905
06 Staff knowledge ability .938
07 Promptness of the staff .923
08 Reflective and creative place, .925
09 Convenient access to collection .931
10 Collection comprehensiveness, .947
11 Current information .966
12 Good ventilation, .897
13 Good functional furniture, .967
14 Good lighting facility .978
15 Access computer .934
16 e- journal access .899
17 Customer educational programme .925
18 Convenient opening hours .976
19 Error free record in the system .891
20 Helpful directional signs .879
21 Need oriented resources .929
22 Air condition .987
23 Audio visual equipment .978
Alpha value greater than 0.7 are acceptable evidences of dimension reliability (Nunnally, 1978, George and
Mallery, 1995). In this case, Alpha values for the overall scale is high, as reliability coefficients for
dimension of service quality exceed the 0.7 cut off recommended by Nunnally, 1978 and Hair et al., 1988.

Vol.3, No.5, 2013
44
4.2 Validity
An important aspect of increased rigor in conducting scientific research in the modern positivist paradigm
is the testing for content and convergent validity. The Content validity ensures that the measure includes an
adequate and representative set of items that tap the domain of the concept (Malhothra 2005,&2004,
Warnakulasuriya, 2009). An exact literature review was carried out to ensure the content validity of the
both construct.
4.3 Factor Analysis
An Exploratory Factor Analysis (EFA) of the factor structure of the SERVQAL scale used was undertaken
with SPSS to examine the factor structure of variable. The EFA procedure employed is “Principle
components method” for extraction with “Varimax rotation” and factors with eigen values greater than
one were alone retained (Hair, Anderson,Tatham,and Back,1998).
KMO and Bartlett’s test
Kasier – Meyer – OlKin (KMO) test assist to measure sample adequacy. Kaiser (1974) recommends
accepting values of greater than 0.5. As per KMO measure, a measure of > 0.9 is marvelous,>0.8 is
Meritorious, >0.7 is middling, > 0.6 is mediocre,> 0.5 is miserable and < 0.5 is unacceptable.
Table No -03; KMO and Bartlett’s test
Kaiser –Meyer – Olkin Measure of sampling adequacy .930
Bartlett’s test of Appox Chi Square
Sphericity df
Sig
19334.492
253
.000
In the present study, value of sampling adequacy is 0.930, which falls into the range of being superb. So,
we should be confident that factor analysis is appropriate for these data. In this study, the data within this
study returned a significance value of 0.00, indicating that the data was acceptable for factor analysis.
After examining the reliability, validity of the scale and testing appropriateness of data as above, we carried
our factor analysis to measure the service quality. For this, we employed Principal Component Analysis
(PCA) followed by the varimax rotation, (Generally, researchers’ recommend as varimax). On conducting
EFA by way of principal component analysis method (PCA), four eigen value are extracted sums of
suquared loadings total, exceeded one with percentage cumulative variance explained 50.317 in case of
measure of service quality.
Table No -04; Total Variance Explained
Compon
ent
Initial Eigen Values Extraction Sums of Squared
loading
Rotation Sums of Squared
loading
Total % of
variance
cumulati
ve
Total % of
variance
cumulat
ive
Total % of
variance
Cumulati
ve
1 7.290 31.696 31.696 7.290 31.696 31.696 3.730 16.219 16.219
2 1.739 7.560 39.256 1.739 7.560 39.256 3.340 14.523 30.742
3 1.317 5.725 44.981 1.317 5.725 44.981 2.553 11.099 41.842
4 1.227 5.336 50.317 1.227 5.336 50.317 1.949 8.475 50.317
On conducting EFA by way of Principal Component Analysis method, four Eigen values are extracted
whose extraction sums of squared loadings total, exceeded one with percentage cumulative variance
explained was 50.317in case of service quality. Factor one explains 31.696% of total variance. It should be
clear that the first few factors explain relatively large amount of variance whereas subsequent factors
explain only small amount of variance. Eigen value for factors is higher than one. eigen values associated
with these factors are displayed in the columns labeled Extraction Sums of Squared Loadings.

Vol.3, No.5, 2013
45
Table No -05: Total Variance Explained
Se.No Initial Extraction
Q1 1.000 .435
Q2 1.000 .414
Q3 1.000 .530
Q4 1.000 .469
Q5 1.000 .343
Q6 1.000 .654
Q7 1.000 .545
Q8 1.000 .739
Q9 1.000 .484
Q10 1.000 .335
Q11 1.000 .690
Q12 1.000 .513
Q13 1.000 .536
Q14 1.000 .488
Q15 1.000 .378
Q16 1.000 .487
Q17 1.000 .683
Q18 1.000 .597
Q19 1.000 .343
Q20 1.000 .484
Q21 1.000 .550
Q22 1.000 .464
Q23 1.000 .412
Above Table clearly shows communalities before and after extraction. Principal component analysis
works on the initial assumption that all variance is common; therefore, before extraction the
communalities are all 1. The communalities in the column labeled Extraction reflect the common
variance in the data structure.

Vol.3, No.5, 2013
46
Table No -06: Total Variance Explained
Component
1 2 3 4
Q18 .800
Q7 .684
Q16 .647
Q13 .638
Q12 .579
Q21 .550
Q14 .459
Q11 .677
Q17 .661
Q4 .567
Q3 .523
Q15 .516
Q1 .514
Q5 .496
Q8 .429
Q10 .833
Q20 .647
Q19 .747
Q9 .648
Q2 .645
Q22 .586
Q6 .543
Q23 .427
Table 06 shows that factors were divided into the four groups. Each of four service quality factors listed in
table No -06 is labeled according to the name of the value that loaded most highly for those service quality.
It is worth declaring out here that factor loading greater than 0.30 are considered significant. 0.40 are
considered more important and 0.50 or greater are considered very significant. The rotated (Varimax)
component loadings for three components (factors) are presented in Table No- 05. For parsimony, only
those factors with loadings above 0.50 were considered significant (Pal, 1986; Pal and Bagi, 1987; Hari,

Vol.3, No.5, 2013
47
Anderson, Tatham, and Black, 2003). The higher a factor loading, the more would its test reflect or
measure as service quality (Pallant, 2005). Actually in this study, minimum factor component loadings of
0.421or higher are considered significant for EFA purposes.
The services quality variable getting highest loading becomes the title of each factor of services quality. e.g.
‘Convenient opening hours’- title of service quality factor-I and the like.
Group –I Convenient opening hours include the seven factors such as convenient opening hours,
promptness of the staff, e-Journal access, good functional furniture, good ventilation, need oriented
resources and good lighting facility with loading ranging from 0.8 to 0.459.
Group- II current information consists of eight factors such as current information, customer educational
programme, personal attention, courtesy of the staff, access computer, staff approachability, supportive
atmosphere, and reflective and creative with loadings ranging from 0.677 to 0429.
Group- III collection comprehensiveness includes three factors such as collection comprehensiveness,
helpful directional signs and error free record in the system with loading ranging from 0.833 to 0647.
Group - IV convenient access to collection includes five factors such as convenient access to collection,
complaint responsiveness, air condition, staff knowledge ability and audio visual equipment with loading
ranging from 0.648 to 0427.
4.3 Conclusion
Today library introduces many new services either converting existing services into e- services or by
developing and implementing entirely new services for searching, delivery and use of information. Such
new or converted services include e.g. online service, portals, digitized collection, etc to enhance the quality
of library services. Quality will be mainly defined by the speed and accuracy of reference and information
delivery services, open access to both physical collection and online retrieval systems. The
comprehensiveness and good support from library staff is most important needs in a library. The efficiency
of background processes, convention of workshop, seminar, in service training of new technology
introduced, refreshment course organized by library professional community are most essential for library
to cope with globalization. Performance measurement and user survey can show whether a library is
efficient and effective in delivering services.
Reference
Abdullah, F. 2006. The development of HEdPERF: a new measuring instrument of service quality for the
higher education sector. International Journal of Consumer Studies, 30(6): 569-581.
Adler, M & Ziglio, E. 1996. Gazing into the oracle: the delphi method and its application to social policy
and public health. London: Jessica Kingsley.
Akbaba, A. 2006. Measuring service quality in the hotel industry: a study in a business hotel in Turkey.
International Journal of Hospitality Management, 25(2):170-192.
Alba, JW & Hutchinson, JW. 1987. Dimensions of consumer expertise. Journal of Consumer Research, 13
(4): 411-454.
Allport, G. 1961. Pattern and growth in personality. New York: Holt, Rinehart &Winston.
Anderson, JC & Gerbing, DW. 1988. Structural equation modelling in practice: a review and
recommended two-step approach. Psychological Bulletin, 103(3): 411-423.
Anderson, PF. 1983,Marketing, scientific progress and scientific method. Journal of Marketing, 47: 18-31.
Andreassen, TW. 2000. Antecedents to satisfaction with service recovery. European Journal of Marketing,
34(1/2): 156-175.
Asquith, JAL. 1997. The effects of group size on the outcome of focus group sessions. Management
Research News, 20(12): 1-15.

Vol.3, No.5, 2013
48
Athanassopoulos, AD. 2000. Customer satisfaction: cues to support market segmentation and explain
switching behavior. Journal of Business Research, 47: 191-207.
Azar, OH. 2007. Incentives and service quality in the restaurant industry: the tipping-service puzzle.
MPRA. Available: http://mpra.ub.uni-muenchen.de/4457/1/MPRA_paper_4457.pdf
(Accessed on 10 February 2008).
Babakus, E & Boller, GW. 1992. An empirical assessment of the SERVQUAL scale. Journal of Business
Research, 24(3): 253-268.
Babakus, E & Mangold, WG. 1992. Adapting the SERVQUAL scale to hospital services: an empirical
investigation. Health Services Research, 26(6): 767–786.
Babakus, E., and G. W. Boller. 1992. An empirical assessment of the servqual scale. Journal of Business
Research 24 (3): 253–268.
Badri, MA, Abdulla, M & Al-Madani, A. 2005. Information technology center service quality assessment
and application of SERVQUAL. International Journal of Quality and Reliability Management,
22(8): 819-848.
Barsky, J. D., and R. Labagh. 1992. A strategy for customer satisfaction. The Cornell Hotel and Restaurant
Administration Quarterly 35 (3): 32– 40.
Bavakutty, M. and Majeed, K.C. Abdul. Methods for Measuring Quality of Libraries. New Delhi: Ess Ess
Publications,2005.
Carman, J. M. 1990. Consumer perceptions of service quality: An assessment of the servqual dimensions.
Journal of Retailing 66 (1):
Choi, T. Y., and R. Chu. 2001. Determinants of hotel guests’ satisfaction and repeat patronage in the Hong
Kong hotel industry. International Journal of Hospitality Management 20 (3): 277–297.
Churchill, G. A., and C. Surprenant. 1982. An Investigation into the determinants of customer satisfaction.
Journal of Marketing Research 19 (4): 491–504.
Cronin, J. J., and S. A. Taylor. 1992. Measuring service quality: A reexamination and extension. Journal
of Marketing 56 (3): 55–68.
Dugan, RE & Hernon, P. 2002. Outcomes assessment: not synonymous with inputs and outputs. The
Journal of Academic Librarianship, 28: 376-380.
Lewis, B.R. Managing Service Quality, In Managing Quality. New York: Academic Press, 1991; p234-235
Lovelock, C & Wright, L. 1998. Service marketing and management. New York: Prentice-Hall.
Mazzeo, MJ. 2004. Competition and service quality in the U.S. Airline. Review of Industrial Organization,
22(4): 275-296
McMenemy, D. and Poulter, A. Delivering Digital Services: Handbook for Public
Mehta, SC, Lalwani, AK & Soon, LH. 2000. Service quality in retailing: relative efficiency of alternative
measurement scales for different product-service environments. International Journal of Retail &
Distribution Management, 28 (2): 62-72.
Nanayakkara, L. 2008. A comparative study on marketing of reader services in academic libraries in Asia:
with special reference to India, Malaysia, Thailand and Sri Lanka. MLS thesis. University of
Colombo.
Oliver, RL & DeSarbo, WS. 1988. Response determinants in satisfaction judgments. Journal of Consumer
Research, 14(4): 495-507.
Oliver, RL. 1993. Cognitive, affective and attribute bases of the satisfaction response. Journal of Consumer
Research, 20(3): 418-431.
Oppenheim AN. 1992. Questionnaire design and attitude measurement. London: Pinter publishers.
Padgett, D & Allen, D. 1997. Communicating experiences: a narrative approach.

Vol.3, No.5, 2013
49
Parasuraman, A, Zeithaml, VA & Berry, LL. 1985. A conceptual model of service quality and its
implications for future research. Journal of Marketing.
Peterson, R. Murphy, B. Holmgren, S. & Thibodeau, P. L. (2004). The LibQUAL+™ challenge: An
academic medical center‘s perspective, Duke University. Journal of Library Administration, 40,
83-98.
Raina, Roshan. Total Quality Management in Library and Information Services. New Delhi: Infuse Inc,
1999. P1-151.
Ranganathan, S.R. Five Laws of Library Science. Ed.2. Bangalore: SRELS, 1988.
Shim, W., McClure, C. R., & Bertot, J. C. (2001, December). Measures and statistics for research library
networked services: ARL e-metrics phase II report. ARL: A bimonthly report, (no. 219).
Retrieved June 5, 2007, from http://www.arl.org/
resources/pubs/br/br219/br219emetrics.shtml
Sivadas, E & Prewitt-Baker, J. 2000. An examination of the relationship between service quality, customer
satisfaction and store loyalty. International Journal of Retail and Distribution Management,
28(2): 73-82.
Sreetharan.V and Velnampy.T.(2012), Service quality and customer satisfaction: a study of selected
private hospitals in jaffna district, sri lanka, Proceedings of International Conference on
Business Management. University of Sri Jeyawardenepure.
Velnampy, S.Sivesan (2012), Determinants of Customers Relationship Marketing of Mobile Services
Providers in Sri Lanka: An exploratory Factor Analysis, Industrial Engineering Letters, ISSN-
2224-6096, Vol.2, No.6, 2012, pp.10-15.
Zeithaml,V.A, Bittner,M.J. (1996) Service Marketing,Mc Graw- Hill,New York.

Factor analysis of service quality in university libraries in sri lanka

More Related Content

What's hot (20)

Viewers also liked (14)

Similar to Factor analysis of service quality in university libraries in sri lanka (20)

More from Alexander Decker (20)

Recently uploaded (20)

Factor analysis of service quality in university libraries in sri lanka