نوع مقاله : علمی پژوهشی

نویسندگان

• فرج اله رحیمی ¹
• جواد پور کریمی ²
• سیده زهرا سالاری ³
• رضا صالحی ¹

¹ مدیریت بازرگانی، دانشگده اقتصاد و علوم اجتماعی، دانشگاه شهید چمران اهواز. ایران

² مدیریت آموزشی، گروه مدیریت و برنامه ریزی آموزشی دانشگاه تهران

³ دانشگاه شهید چمران اهواز- گروه مدیریت بازرگانی- گرایش بازاریابی

چکیده

هدف: این پژوهش با هدف ارائه چارچوبی برای ارزیابی کیفیت خدمات کتابخانه­های دانشگاهی و عمومی شهر اهواز با استفاده از روش ترکیبی DEMATEL-SERVQUAL انجام شده است.
روش ­شناسی: این پژوهش از لحاظ هدف کاربردی است و از لحاظ نحوه گرداوری داده­ها توصیفی اکتشافی است. جامعه آماری این تحقیق از سرپرستان و مدیران ارشد کتابخانه­های عمومی و دانشگاهی شهر اهواز تشکیل شده است. با استفاده از روش نمونه گیری هدفمند 45 نفر برای ارسال پرسشنامه انتخاب شد که از این تعداد 31 پرسشنامه برگشت داده شد و در ادامه مورد تجزیه و تحلیل قرار گرفت. در این پژوهش بر اساس مدل سروکوال به شناسایی شاخص­ها و زیرشاخص­های ارزیابی کیفیت خدمات پرداخته شده است. سپس از روش دیمتل به منظور تعیین مهمترین و اثرگذار ترین عوامل استفاده شد.
یافته­ ها: نتایج پژوهش نشان داد که شاخص­های همدلی، ملموس بودن و قابلیت اطمینان جزء شاخص­های تأثیر گذار هستند و شاخص­های ضمانت و تضمین و پاسخگویی جزء شاخص‌های تأثیرپذیر محسوب می­شوند. همچنین شاخص­های پاسخگویی و ضمانت و تضمین با درجه اهمیت 12.23 و 12.18 جز مهمترین شاخص­ها هستند. نتایج نمودار علّی نشان می‌دهد که تمامی شاخص­های پژوهش بر روی شاخص پاسخگویی تأثیرگذار هستند. نمودار علّی مولفه‌های سنجش هر شاخص نیز محاسبه شد.
نتیجه­ گیری: با توجه به اهمیت شاخص ضمانت و تضمین پیشنهاد می­شود شرایطی فراهم شود که رفتار کتابداران موجب القای حس اعتماد به نقس در کاربران و خوانندگان شود. همچنین هنگامی که کتابداران از دانش کافی برای پاسخگویی به خوانندکان و کاربران برخوردار باشند موجب اثرگذاری و تقویت مولفه­های ضمانت و تضمین می­شود تا در نهایت خوانندگان ارزیابی بهتری از کیفیت خدمات ارائه شده از سوی کتابخانه داشته باشند.

کلیدواژه‌ها

• ارزیابی کیفیت خدمات
• مدل سروکوال
• روش دیمتل
• کتابخانه

موضوعات

• کتابخانه های عمومی

عنوان مقاله [English]

A framework for evaluating the quality of library services using the DEMATEL-SERVQUAL hybrid approach

نویسندگان [English]

• faraj allah rahimi ¹
• javad pour karimi ²
• seyedeh zahra salari ³
• reza salehi ¹

¹ department of management. business group. university of chamran in ahvaz

² university of Tehran.

³ university of ahvaz. iran. Ahvaz. faculty of management

چکیده [English]

Background and Objectives: Nowadays, public libraries by providing cultural, educational and scientific services to all groups of society, at urban and rural levels are considered as a main criteria for evaluating social welfare of nations. In analyzing social welfare criteria, the existence and extent of development of public libraries are in the range of housing, education, employment and health are considered as one of the indicators of the countries' development. Reaching more users and readers and increasing their willingness to re-visit the library lead to increases the efficiency of public resources. Every library needs to provide good, efficient and effective services, given the growing competition between information systems and the diverse needs of libraries, libraries need to place special emphasis on quality of service to attract more users. And improve productivity. However, the productivity of libraries is influenced by users' perceptions and experiences of evaluating the library environment, available facilities, collection size, staff attitudes, and reading activities in the library. Parasuraman (1988) proposed a comprehensive model to evaluate service quality that recognized as an important tools, to identification the difference in perceptions of service provided and expectations of the public libraries. A review of past studies in this area indicates that researchers have also used the SERVQUAL model to provide a framework for library service quality assessment. Given that quality of service is examined through several indicators and sub-indicators, it is very appropriate to apply multi-criteria decision-making techniques to evaluate service quality through SERVQUAL model. Among the multi-criteria decision-making techniques, the DEMATEL method successfully illustrates the internal relationships between variables. This study aimed to identify the indicators of service quality assessment among public and university libraries in Ahvaz based on the SERVQUAL model and then examine the internal relationships between indicators and sub-indicators.
Methodology: This research is applied in terms of purpose and in terms data collection it's considered as a descriptive-exploratory. The statistical population of this study consisted of all supervisors and senior managers of public and university libraries in Ahwaz city with at least 10 years of experience and sufficient research experience. Using purposive sampling method, 45 people were selected and 31 of them were returned to correctly questionnaires, So that 13 people were from public libraries and 18 people were from libraries in universities. In this study, a questionnaire was used to measure the quality of librarian services. The questionnaire consists of 5 main indicators of the SERVQUAL model including tangibility, reliability, responsiveness, Assurance and empathy. Multi-criteria decision making techniques were used to analyze the data. All calculations for the DEMATEL method are performed using Microsoft Excel software features
Findings: The results showed that the indicators of empathy, tangibility and reliability are among the influential indicators, and the indicators of Assurance and Responsiveness are among the effectual indicators. All of the research indicators have impact on the responsiveness criteria, which indicates the importance of this criteria. Likewise, for each cluster all the calculations of the Casual and effectiveness of the components have been examined and the importance of each component has been calculated. In the indicator group, tangible sub-criteria (a4) " Materials associated with the services (such as pamphlets or statements) are visually ", In the Reliability subgroup (b3), "Library Suitable Services" and in the responsiveness index sub-criteria (c4) "Librarians are never too busy to respond to your requests" are considered the most influential indicators.
Discussion: Based on the results, the following research suggestions are offered to senior managers of public and university libraries in Ahvaz. Given the importance of the Assurance criteria, it is suggested that readers be provided with a sense of security when conducting exchanges with librarians so that librarians' behavior will improve a sense of trust in users and readers. Also, when librarians have sufficient knowledge to respond to readers and users, it improves the effectiveness of the Assurance components and ensures that readers will ultimately have a better assessment of the quality of service provided by the library. Responsiveness criteria is also very important. It is recommended that librarians provide services at a higher rate, giving users a sense that librarians are always looking to help them. Likewise, when responding to librarians without delay, it impacts and reinforces other components of responsiveness to ultimately give users and readers a better assessment of the quality of libraries.

کلیدواژه‌ها [English]

• Service Quality Assessment
• SERVQUAL Model
• DEMATEL Method
• Library