Investigating Customer Satisfaction with Library and Information Services at Management University of Africa (MUA) Library, Kenya.

Abstract

University libraries as the heart of university and as fountains of knowledge are expected to provide quality services to support learning and research activities to students and be of assistance to academic staff in teaching and research. Management University of Africa (MUA) has been sponsored by Kenya Institute of Management with its first admissions done in January 2012. University library customers expect high standards of simplicity and immediate access to quality information. The current library and information services at MUA could be considered rather the usual traditional practice which were designed with little or no reference to users’ needs and expectations despite the fact that the characteristics of the targeted customers indicate that they may not conveniently utilize them. The aim of this study was to explore the level of customer satisfaction with library and information services at MUA, and propose a framework of improving the quality of information services. The objectives of the study were: to find out customers’ usage of library and information services at MUA Library; to examine strategies employed in customer care; to determine users’ perceptions of the quality of library services and to ascertain their level of satisfaction; to establish gaps and identify challenges experienced in achieving customer satisfaction at MUA library; and to come up with recommendations and propose a framework for improving customer satisfaction. This study was informed by SERVQUAL Model. A case study employing mixed methods research approach comprising of both qualitative and quantitative design was used to achieve the set objectives. A sample size of 120 respondents was used. Purposive sampling technique was used to select a sample of 7 faculty members; while 113 students representing 30% of the student population of 377 were sampled using stratified random sampling method. Semi-structured questionnaires and interview schedule were employed as the main data collection instruments. Interviews were used to collect data from the key informants, while self-completion questionnaires were distributed to MUA students and faculty. The study achieved 96 (80%) response rate whereby 90 (75%) were students and 6 (5%) were faculty members. Qualitative data was systematically synthesized and analyzed to identify relevant themes and concepts then the results were presented in form of prose in a descriptive manner. Quantitative data was coded using statistical analysis and results presented in form of tables, percentages and charts. The outcome of the study was a set of recommendations and a framework that would help in aligning library and information services at MUA to meet customers’ expectations probably resulting in reduced gaps in perceptions of service quality and improved customer satisfaction.