Prioritizing Actions of Public Libraries in Iran to Increase the Users' Overall Satisfaction based on the Kano Model and Asymmetric Performance Effect

This research aims to prioritize the actions of public libraries in Iran to increase the overall satisfaction of users based on the Kano model and the asymmetric performance effect. The research method is descriptive in terms of data collection and practical in terms of purpose. The statistical population of this research is the number of 10,000 public library users in Iran, of which 400 people were selected as a sample according to Morgan's table by random cluster sampling. The research tool is a questionnaire that was created and validated by the researcher. Data were analyzed with SPSS software. 23 versions were analyzed. The results showed that the three features of public library services, social and cultural programs, promotion, and introduction of the library are among the basic services with low performance, and the feature of library costs is among the basic services with high performance. The characteristic of the library's fame and popularity is among the functional services with low performance, and the characteristics of librarians, equipment, and collections are among the group of functional services with high performance. The characteristics of ancillary services and social participation are among motivational services with low performance, and the characteristics of activity time, space, place, the feeling of comfort and security, and library system and software are among motivational services with high performance. Basic and low-performance functional services cause dissatisfaction with public libraries, which should be the first priority to increase user satisfaction. In the second priority, low-performance motivational services should be upgraded to high-performance, and in the last priority, the level of basic, functional, and high-performance motivational services should be maintained at the current level. This type of prioritization of actions in public libraries has been done by considering the two principles of highlighting negative performance compared to positive performance and also the ability to remember positive events against negative events.