Transforming the Phygital Library Experience: From complaints to Cutting-Edge Innovations

As digital transformation happens, seamlessly integrating physical spaces and online platforms (Phygital) is a critical challenge for academic libraries worldwide. Aligning with the "Transforming our Libraries" theme, this qualitative research develops a Data-Driven Service Innovation Model for the Thammasat University Library to deliver user experiences reflecting its L-I-F-E (Learning Journey, Infinite Inspiration, Friendly Library, Engaging Experience) vision. The study progresses through three strategic phases. Phase 1 delves into the Voice of Customer (VoC) over three years using Data Mining and Social Listening. By applying Sentiment Analysis to isolate negative feedback, the study accurately diagnoses critical service friction points. Phase 2 inductively synthesizes these pain points across various touchpoints to construct a preliminary, genuinely user-centric innovation model. Phase 3 evaluates the model’s robustness through in-depth expert interviews, employing a novel Hybrid Framework of SERVQUAL and e-SERVQUAL, guided by the L-I-F-E vision. The outcome is a validated Phygital service model rooted in authentic user voices. In the end, this project offers a scalable blueprint for libraries globally, demonstrating how to systematically transform user complaints into a seamless, engaging library ecosystem. Keywords: Library Service Innovation, Voice of Customer, Sentiment Analysis