here - ERIM - Erasmus Universiteit Rotterdam

A validation Study of House of Quality key performance indicators
Figure - 7 Conceptual Model (Based on Go, 2005)
The conceptual model is based on the matchmaker model of demand, mediation and supply and
draws on to the idea of Prahalad and Ramaswamy (2004). As described in section 2.2, Prahalad and
Ramaswamy (2004, p.5) claim that: “The processes of value creation are shifting from a product view
to personalized experiences.” As the value creation is shifting, the market is becoming a forum for
interactions between consumers, communities and organizations. Specifically, interactive media is
able to strengthen these relationships between consumers and organizations, but is can also
strengthen the relationship between consumers (Lievrouw & Livingstone 2006). These relationships
can be defined as pseudo relationships (Gutek, 1996).
Thus the interaction will result in changing relationships and influences between the different
participants. First, the interactivity aspect of the online community makes it possible to share
experiences and information and therefore can be a source of knowledge between members. In
general within online communities different members can be identified. These different identities
have their own specific knowledge, needs, and expectations. As a result, interactivity can create
value in a way of mutual benefits.
Second, interaction strengthens the relation between the organization and the third parties involved.
The identity of the organization fits with the identity of the members of the online community. In
other words the organization needs to examine its stakeholders and the expectations of their
stakeholders (i.e. members and third parties) to create a matching organizational identity. To sum
up, due to interactivity the components linked to internal and external information will provide
members of the online union information and knowledge; internal direct from all sorts of members
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