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A validation Study of House of Quality key performance indicators
Chapter 2 - Theoretical Framework
This chapter will provide an overview of previous research related to the subjects that will be
discussed within this study. The first section, 2.1, will discuss literature findings about the topic of
this research study; online unions. It discusses the current situation of representative organizations
like a labor union and potentials for new concepts. Furthermore three future scenarios will be
presented. In relation to new union concepts, section 2.2 will discuss the influence and opportunities
of new media types. Especially the significance of changing ways of interactions between a supply
and demand sides will be highlighted.
One specific type of new media are virtual communities. A review of the concept, types and
relevance of virtual communities will be provided in this section 2.3. Section 2.4 presents the
SERVQUAL model which will be used to measure the performance of the online union. Data provided
by the SERVQUAL model will be processed into the method of Quality Function Deployment. This
research study will focus on the design process of the online union. The House of Quality presented
in section 2.5.2 will be used to design the concept of the online union to the needs of its members.
The established theoretical framework forms the foundation for the conceptual model. Section 2.5
presents the conceptual model for the current research study
2.1 Online trade unions
Problems in recruitment and retention of members over the past two decades form the foundation
for the decline of traditional labor unions. In order to reverse this decline, unions should adapt to the
needs of the changing workforce and from this perspective develop new types of unions that are in
shape with the needs of the workforce and are appropriate to the 21th century (Heery et al, 2000).
The existing decline increases the need for renewal of union memberships. According to Greene et al
(2000) it is important that renewal of a union is not limited to existing areas but unions should also
be aware of recruitment possibilities in traditionally non-unionized sectors and growth areas of the
economy like the service sector. Heery et al (2000) mentioned in this case also the increase of the
contingent workforce, which includes temporary work, agency work and freelance work.
The growth of the internet and many different information and communication technologies is also
challenging the role of traditional representative organizations like labor unions. Greene et al (2000)
argue that for their renewal labor unions should use IT options like internet, to organize in a more
innovative and potentially more effective way. In particular, the use of the internet in the labor union
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