here - ERIM - Erasmus Universiteit Rotterdam

A validation Study of House of Quality key performance indicators
Table 1 - Virtual Community benefits for consumers and producers (De Valck, 2005)
The main benefit for consumers will be the extent of information that can be found by interacting in
virtual communities. Knowledge and experiences related to products, services, brands, producers
and retailers are shared between community members. The information gathered within the
community can result in improved consumers decision-making and product usage.
Besides gathering knowledge and experiences of other users, virtual communities can be used for
interaction between consumers and producers. Interaction with consumers will provide companies
more information about consumer needs, attitudes, behaviour and norms and values (De Valck,
2005). Interactions with companies offer consumers the opportunity to give their opinions about
existing products and services. Companies can anticipate on this feedback and use it in further
development processes. By interaction between companies and customers a relationship can be
established which can result in loyalty and mutual understanding.
When communities are integrated into the development process of new products, this is called
collaborative product development (Go, 2007) or community based innovation (Fuller, 2004). Due to
their high product interests and knowledge, members of communities of consumption can be a
suitable source for virtual participation in new product development processes (Kozinets, 1999).
Members of virtual communities can act as co-creators, testers and buyers by their contribution in
the development process (Fuller, 2004) and therefore co-create value in a dynamic way (Prahalad
and Ramaswamy, 2004).
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