Prioritizing Actions of Public Libraries in Iran to Increase the Users' Overall Satisfaction based on the Kano Model and Asymmetric Performance Effect

Document Type : Original Article

Authors

1 Professor, Faculty of Management and Economics, Tarbiat Modares University, Tehran, Iran

2 PhD. Student, Department of Information Science and Epistemology, Faculty of Management and Economics, Tarbiat Modares University, Tehran, Iran

3 ssistant Professor, Faculty of Psychology and Educational Sciences, Khwarazmi University, Tehran, Iran.

4 Master's degree, Department of Information Science and Epistemology, Faculty of Management and Economics, Tarbiat Modares University, Tehran, Iran

Abstract

Objectives:This research aims to prioritize the actions of public libraries in Iran to increase the overall satisfaction of users based on the Kano model and the asymmetric performance effect.
Methods: The research method is descriptive in terms of data collection and practical in terms of purpose. The statistical population of this research is the number of 10,000 public library users in Iran, of which 400 people were selected as a sample according to Morgan's table by random cluster sampling. The research tool is a questionnaire that was created and validated by the researcher. Data were analyzed with SPSS software. 23 versions were analyzed.
Results: The results showed that the three features of public library services, social and cultural programs, promotion, and introduction of the library are among the basic services with low performance, and the feature of library costs is among the basic services with high performance. The characteristic of the library's fame and popularity is among the functional services with low performance, and the characteristics of librarians, equipment, and collections are among the group of functional services with high performance. The characteristics of ancillary services and social participation are among motivational services with low performance, and the characteristics of activity time, space, place, the feeling of comfort and security, and library system and software are among motivational services with high performance.
Conclusions: Basic and low-performance functional services cause dissatisfaction with public libraries, which should be the first priority to increase user satisfaction. In the second priority, low-performance motivational services should be upgraded to high-performance, and in the last priority, the level of basic, functional, and high-performance motivational services should be maintained at the current level. This type of prioritization of actions in public libraries has been done by considering the two principles of highlighting negative performance compared to positive performance and also the ability to remember positive events against negative events.
 

Keywords

References

Bauk, S., Šćepanović, S. & Kopp, M. (2014). Estimating Students’ Satisfaction with Web Based Learning System in Blended Learning Environment. Education Research International.   
DOI: 10.1155/2014/731720
Bayraktaroğlu ,G. &  Özgen ,Ö.  (2008) .Integrating the Kano model, AHP and planning matrix: QFD application in library services. Library Management, 29(4-5): 327-351.            
DOI: 10.1108/01435120810869110.
Caber, M., Albayrak, T. & Loiacono, E.T. (2013). The classification of extranet attributes in terms of their asymmetric influences on overall user satisfaction an introduction to asymmetric impact-performance analysis. Journal of Travel Research, 52(1): 106-116. 
DOI: 10.1177/0047287512451139.
Calvert, P.J. (2001). International variations in measuring customer expectations. Library Trends, 49(4): 732-757.
Chen, L.H. & Kuo, Y.F. (2011). Understanding e-learning service quality of a commercial bank by using Kano's model. Total QualityManagement, 22(1): 99-116.        
DOI: 10.1080/14783363.2010.532345.
Garibay, C., Gutierrez, H. & Figueroa, A. (2010). Evaluation of a Digital Library by Means of Quality Function Deployment (QFD) and the Kano Model. The Journal of Academic Librarianship, 36(2): 125–132. DOI: 10.1016/j.acalib.2010.01.002.
Kahneman, D. & Tversky, A. (1979). Prospect theory: An analysis of decision under risk. Econometrica: Journal of the econometricsociety, 47(2): 263-291.  
DOI: 10.1017/CBO9780511803475.003.
Kano, N. (1984). Attractive quality and must be quality. Hinshitsu (Quality), 14(2): 147e156
[in Japanese].
Martilla, J.A. & James, J.C. (1977). Importance-performance analysis. The journal of marketing, 41(1): 77-79.
Mittal, V., Ross, W.T. & Baldasare, P.M. (1998). The asymmetric impact of negative and positive attribute-level performance on overall satisfaction and repurchase intentions. Journal of marketing, 62: 33-47. DOI: 10.2307/1251801.
Nzumile, J.M. & Taifa, I.W. (2021). Students Satisfaction Requirements Using The kano Model. Business Eucation Journal, 10(1).
Oh, J.C., Yoon, S.J. & Park, B.I. (2012). A structural approach to examine the quality attributes of e-shopping malls using the Kano model. Asia Pacific Journal of Marketing and Logistics, 24(2): 305-327. DOI: 10.1108/13555851211218075.
Rahimi, S., Karmi, Farhadi, M., Murad Hasli, M. (2010). Investigating factors influencing the level of users' satisfaction with the library of the Faculty of Psychology and Educational Sciences, University of Tehran. Library and information, 13(452): 51-66. [in persian]
Rezaie, M., Nosratabadi, H.E. & Fazlollahtabar, H. (2012). Applying KANO Model for Users’ Satisfaction Assessment in E-Learning Systems: A Case Study in Iran Virtual Higher Educational Systems. International Journal of Information and Communication Technology Education (IJICTE), 8(3): 1-12. DOI: 10.4018/jicte.2012070101.
Saeidnia, H. (2019). Identification and classification of the features of an effective website for Iranian Public Libraries based on the Kano Model Customer Satisfaction. Knowledge Studies, 5(19): 63-88. DOI: 10.22054/jks.2019.43087.1230
Shahin, A. & Zairi, M. (2009). Kano model: A dynamic approach for classifying and prioritising requirements of airline travellers with three case studies on international airlines. Total Quality Management, 20(9): 1003-1028. DOI: 10.1080/14783360903181867.
Zhao, M. & Roy Dholakia, R. (2009). A multi-attribute model of web site interactivity and customer satisfaction: An application of the Kano model. Managing Service Quality: An International Journal, 19(3): 286-307. DOI: 10.1108/09604520910955311.
Send comment about this article
CAPTCHA Image
Sciences and Techniques of Information Management
Volume 8, Issue 4
December 2022
Pages 359-380

Files

Share

How to cite

Statistics