Mystery shoppers test the reference service in a public library. Reasons, methods and results

Abstract

The reference service is becoming a marketing tool for libraries which should be used, verified and improved. One way to evaluate this service is the method of “mystery shopping”, which allows to test the quality of the reference service and in particular the quality of interaction at the service desk. The results show the need for quality improvements. Quality can be improved for example by providing training to enhance communication skills, by rearranging the service desks and by developing quality standards for the reference service. It is essential to evaluate after a certain period of time to what extend these activities have improved quality. A German city library had already implemented measures of this kind to enhance the quality of its reference service. In 2009, they delegated Prof. Ingeborg Simon to accomplish this second evaluation of the library`s reference service with a team of five students from Stuttgart Media University`s master`s program of library and information management. The paper explains the evaluation method of “mystery shopping” in detail and reflects the experiences gained during its implementation. Emphasis is placed on outlining the method and its great potential to enhance the quality of reference services.