Internal Processes as Determinants of Customer Perceived Service Quality: A Case of Selected Public Libraries in Botswana

Abstract

There is increasing awareness that attaining the ideals of the United Nations 2030 Agenda for Sustainable Development Goals (SDGs) requires effective  support of government. Public libraries that are well-supported and well-managed provide quality information services and have a role to play in contributing to improved outcomes of the SDGs. Public Libraries under the aegis of Botswana National Library Service (BNLS) could not be said to lack  good support of Government. They ought therefore to be seen to be working towards attaining the envisioned sustainable development by providing  quality information service adopting measures to attract users’ positive word-of-mouth, loyalty and repatronage behaviours. The purpose of this study  was to investigate the extent to which BNLS provides quality information services from users’ perspective, and to establish those internal factors that influence such users’ experiences. Anchored on the Gap Theory, the study used mixed method approach to collect data from two sets of respondents. A  stratified random sampling technique identified 254 registered users, from whom quantitative data were collected through a modified self-completion SERVQUAL instrument. Qualitative data were collected from 18 frontline employees (FLEs) through face-to-face interviews and document analysis, so as  to account for users’ perceptions in the quantitative phase. The findings revealed that the quality of service at the BNLS branches is appreciably low on  the dimensions users consider important. An average quality gap of -1.2 was realised, indicating that the quality of service delivered fell short of what  customers expected. Qualitative data further revealed four factors in the service environment that contribute significantly to customers’ low perception  of the quality of service. The study concludes by recommending a realignment of internal processes to ensure good quality service to patrons, and in the  process enhance the libraries’ ability to help Botswana attain sustainable development goals.