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The purpose of this paper is to present the perception of service quality. The measurement of service quality has grown significantly in importance over recent years. However, since customers' perceptions of service quality are expressed subjectively in vague linguistic terms therefore, a fuzzy approach to service quality of an academic library is applied and the gap between the student's expectations and perceptions analyzed.

The LibQUAL method is applied to identify the gap between customer expectation and perceptions of the actual service received. The linguistic procedure is developed considering four dimensions of LibQUAL. The quality analyses are based on the non‐parametric rank‐based statistics (Wilcoxon's two‐sample rank sum statistic) and extended to fuzzy data which consequently reinforces results in comparison with crisp data.

It is found that there is no gap between the students' expectations and perceptions in three dimensions of “affect of service”, “library as a place”, and “personal control”. But, from the students' point of view, regarding the “access to information” dimension, there is a significant difference between the students' expectations and perceptions.

The instrument that is administered is a paper questionnaire version based on the 2002 model of LibQUAL.

It is felt that application of this fuzzy procedure has implications on possible constraints on the statistics of interest, as well as on the p‐value of any associated significance tests.

This paper is possibly the first to demonstrate the application of fuzzy logic to the LibQUAL model. This fuzzy procedure persuades possibility constraints on the statistic of interest, as well as on the p‐value of an associated significance test. This fuzzy procedure persuades possibility constraints on the statistic of interest, as well as on the p‐value of an associated significance test.

The purpose of this paper is to reflect on the development and progression of the International Journal of Pharmaceutical and Healthcare Marketing and include comments on its future direction.

The paper takes the approach of an essay format.

The journal has published key papers in pharmaceutical and healthcare research and continues to develop an interdisciplinary character with contributions from scholarly and practice‐oriented sources.

The paper provides a contemporary appraisal of the status and positioning of the journal.