Abstract :
Synchronous chat reference services have emerged as
viable alternatives to the traditional face-to-face (FtF)
library reference encounter. Research in virtual reference
service (VRS) and client–librarian behavior is just
beginning with a primary focus on task issues of accuracy
and efficiency. This study is among the first to apply
communication theory to an exploration of relational
(socioemotional) aspects of VRS. It reports results from
a pilot study that analyzed 44 transcripts nominated for
the LSSI Samuel Swett Green Award (Library Systems
and Services, Germantown, MD) for Exemplary Virtual
Reference followed by an analysis of 245 randomly selected
anonymous transcripts from Maryland AskUsNow!
statewide chat reference service. Transcripts underwent
in-depth qualitative content analysis. Results revealed
that interpersonal skills important to FtF reference success
are present (although modified) in VRS. These
include techniques for rapport building, compensation
for lack of nonverbal cues, strategies for relationship
development, evidence of deference and respect, facesaving
tactics, greeting and closing rituals. Results also
identified interpersonal communication dynamics present
in the chat reference environment, differences in
client versus librarian patterns, and compensation
strategies for lack of nonverbal communication.
