SERVICE QUALITY ANALYSIS OF PRIVATE UNIVERSITIES LIBRARIES IN MALAYSIA IN THE ERA OF TRANSFORMATIVE MARKETING

This study aims to investigate and measure the satisfaction of students with the libraries' services of Malaysian Universities. To achieve this, a self-administered questionnaire was distributed among the students of private Universities. The survey instrument was adapted from Parasuraman's traditional SERVQUAL model. In this research total of 287 responses were collected from the users of libraries. After analysis of data with SPSS and Smart PLS 3, it has been concluded that the Service Quality dimension "Tangibles" is the most important factor in the satisfaction of the users. SERVQUAL components' reliability also has a significant positive impact on student's satisfaction. Compared to previous studies which say empathy has a positive relationship with the students' satisfaction we have found that the responsiveness plays a mediating role between empathy and customer satisfaction. If employees are empathic, their responsiveness increases and ultimately students become satisfied with the library services. This study is beneficial for the librarians and decision makers of the Universities. Library building, seating arrangement, printing and scanning facilities, and e-library content should be top priorities of all the management to increase library usage and keep the students satisfied. Library management should also focus on responding to student queries on a priority basis to improve the responsiveness which has a direct relationship with the students' satisfaction.