"Who works here?" : staff identification and patron satisfaction in New Zealand public libraries

Abstract

This research used a library specific adaptation of the American and European Customer Satisfaction Index Models in order to ascertain how staff identification through means such as name badges affected patron's perceptions of user satisfaction. The impetus for this research was the minimal definitive information regarding how service tools such as name badges influenced patrons feelings in the library environment. A quantitative approach of survey questioning of exiting and consenting public library patrons of three New Zealand metropolitan libraries was employed. Questionnaires measured attitudes and perceptions using a seven point Likert scale. Analysis was conducted using Excel to calculate descriptive statistics and using SPSS (Statistical package for Social Sciences) to correlate survey statements using Pearson's correlation co-efficient technique producing an r value. Findings indicated patrons expect to quickly and easily identify staff when they need assistance within the library, and this sometimes is a barrier when they are staff are not readily visible. It is important to patrons that they be able to identify staff when they need assistance and in turn they feel satisfied when they know who staff members are who can help them. This satisfaction has a contribution to their perception of the overall service quality of the library and influences their inclinations to return to the library in the future. This research validated prior research and models partially attributing user satisfaction of library patrons to interactions with staff and the ease and comfort in doing so. This research is a New Zealand, public and library specific reference relative for all library sectors; management and staff and those with marketing interests.