Examining the online reference service user experience of an academic library through qualitative content analysis of chat transcripts in the COVID-19 era

• Main Authors: De Leon, Simon, Viray, Mennie Ruth
• Format: text
• Published: Animo Repository 2022
• Online Access: https://animorepository.dlsu.edu.ph/conf_clis/2022/Schedule/8
• Institution: De La Salle University

Purpose/Objectives. Over the years, the library’s chat service has been proven essential in providing real-time, reliable, and immediate virtual reference assistance to the library community; alongside the use of other online communication channels such as email, social media, and web forms. The nature of reference queries received via the chat service range from directional queries, technical assistance, bibliographic verification, ready reference, and specific or sometimes in-depth research questions. Nevertheless, prior to the COVID-19 pandemic, the chat service was only considered supplemental to the library’s main reference service conducted on-site and face-to-face. At the onset of the pandemic, the chat service became the library’s main platform in delivering essential information and assistance regarding the library services and programs to its community while adapting the distance mode of learning. The 42% increase in the number of chat transactions compared to pre-pandemic numbers and the adjustment of work assignments prompted the library leadership to expand the chat service to include librarians from other library sections for a period of time. These events resulted in the initiative to study and to examine the chat transactions from Term 2, of AY 19-20 to Term 1, of AY 21-22 in order to determine the following: 1. Library services and programs that received the most number of inquiries and 2. The extent of user satisfaction from the delivery of reference transactions by the librarians. Design, methodology, approach. 10,143 transactions were recorded from the identified period of study with an average of 1,690 transactions per academic term. The data was extracted from the integrated library system; filtered according to the dates covered by each term. Any identifiable information pertaining to the patrons were removed, and only the data containing the chat questions, actual transcripts, and transaction types were retained. 1000 transactions were selected via random sampling with 95% confidence level and ±2.94% margin of error. The filtered data fields were then evaluated manually using quantitative analysis and each transaction was assigned into various levels of research query, expectation of services, approachability, instructions, and satisfactions. Findings. The analysis revealed that 81% of the inquiries involved requests pertaining to the library services, technical troubleshooting, and library policies. More specifically, inquiries centered around access to online resources, management of personal library accounts, access to Turnitin, and circulation of library materials. This study also quantified the level of approachability levels of the librarians. It was revealed that 56% of the time, librarians tend to use a “neutral” tone, keeping formalities in place and instructions were given mostly by relying on available canned messages. Only 30% demonstrated interest and enthusiasm with the use of candid expressions, emoticons, and code-switching. Satisfaction levels of the users after the transactions were found to be fairly “neutral” or “polite”. Optimizing the virtual reference service depends on the specific tone or “persona” that the library would want to portray. Using the data gathered, various options or personifications can be utilized by setting specific parameters appropriate to the intention. Originality of the paper. This study is instrumental in studying the shifting trends in needs of the library patrons; providing critical insights and recommendations to the library leadership in terms of policy making, skills refinement, and other strategic directions as the library community gears towards the digital society.