This paper proposes utilizing a combination of the Quality Function Deployment (QFD)-Kano model as a useful tool to evaluate service quality. The digital library of the University of Guadalajara (Mexico) is presented as a case study. Data to feed the QFD-Kano model was gathered by an online questionnaire that was made available to users on the library's website. The study makes clear that by listening to the voice of the customer (VOC), relevant information may be obtained about issues that should be improved in order to increase customer satisfaction. (Contains 5 figures and 1 table.)