Virtual versus Face-to-Face Reference: Comparing Users' Perspectives on Visits to Physical and Virtual Reference Desks in Public and Academic Libraries.

This paper compares face-to-face and virtual reference services based on the Library Visit Study, an ongoing research project that focuses on users' perceptions of their experiences asking questions of physical and virtual reference "desks." Data from 261 in-person and 85 virtual reference transaction accounts (both email and chat) show that, based on the "willingness to return" criterion, virtual reference results in lower satisfaction than does face-to-face reference. Underlying problems that are associated with user dissatisfaction were identified in face-to-face reference and carry over to virtual reference, including lack of reference interviews, unmonitored referrals and failure to follow-up. The reasons for ongoing failures are examined and solutions that can help improve both face-to-face and virtual reference are included. [ABSTRACT FROM AUTHOR]