Enhancing Moments of Truth to Amplify Users’ Perception of University Libraries in Kenya

Abstract

There is a weakness in the way university libraries manage various moments of the truth. The moments of truth in the libraries is defined by various stimuli during users’ visits to the library and interaction with services, products and staff. The impressions formed during this process are based on what users see and the subsequent encounters, treatments and experiences. These define how users perceive the library in general. This study postulated that enhancement of moments of truth influences users’ perceptions of the library. It aimed at finding out the elements that define the moments of truth to a student user and establish how users’ perception s is influenced by moments of truth at university libraries. The study was based in four purposively selected university libraries; two public and two private universities. A quantitative approach was adopted while convenience sampling technique was applied to obtain a sample size of 400full time and part time students. Both SPSS and excel were used to analyze data where the descriptive and inferential analysis and statistics such as percentages, mean, Chi-square, regression and ANOVA were carried out. Thematic analysis technique was used for the open-ended questions. The study had a response rate of eighty one percent. Results revealed that the state of the library is an influencing factor on the choice of a university for private universities as compared to public universities. Users’ experiences in the library had a sixty one point zero three percent satisfaction index. The experiences of students in the libraries account for twenty five point nine one percent. Ninety four point eight percent of students share experiences and incidences they encounter in the library with their colleagues through various channels. Library aspects most preferred were, conducive study environment, staff friendliness and professionalism. Slow internet, 6aff mannerisms and attitudes, insufficient and old books, noise, less and faulty computers and congestion the digital sections of the libraries were among the things students do not like. The study concluded that all the four moments of truth have an influence in library image management. The first, second and ultimate moments of truth mostly affects user’s perceptions. The study recommended that institutions should establish measures that make interactions with the library memorable. This study is valuable to library managers in creating and retaining positive impressions and perceptions of university libraries. It calls for policies and measures that address designs, ambience, ecstasy and sufficient physical facilities; service quality standards as well as the training of library staff on customer-relationship management skills.