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A validation Study of House of Quality key performance indicators of the online union and the union itself, and external in a way that information can be gat<strong>here</strong>d indirect by third parties. In this way the conceptual model is consistent with the interaction approach as stated by the Industrial Marketing and Purchase Group; value is co-created through interaction between stakeholders including customers, corporations and communities (Ford et al 2003). 42
A validation Study of House of Quality key performance indicators Chapter 3 – Methodology Chapter two discussed the theoretical framework of this research study, followed by the explanation of the conceptual model. This chapter will discuss the methodology used for the present research. First, section 3.1 presents the research design followed by a brief discussion of the chosen research approach and a description of the different data sources in section 3.2. To conclude this chapter, section 3.3 discusses the development and quality of the survey instrument. 3.1 Research Design The present research study is conducted at the Dutch labor union De Unie, and specifically focuses on a new union concept; the online union. In order to test the conceptual model and indentify key performance drivers of the online union, a single case study or survey instrument is not enough to validate the model and find appropriate empirical evidence. T<strong>here</strong>fore different data sources and approaches will have to be integrated in order to collect appropriate information. As a result, this research will provide De Unie a deeper understanding about the needs of the members of the online union and will offer objective knowledge about the key performance drivers. Hence, it will give direction to the ongoing process of improvement for the online union. As mentioned in previous chapters, the main purpose of this research is to identify expectations and perceptions of the members of the online union about its performance and from this point attend to the process of improvement of the online union. This means that this research study is not limited merely to the identification and proposition of service performance driver enhancements for the online union. It has to be noticed that in this case improvements ideally are part of the ongoing process (‘s Gravendijk, 2007). In order to find empirical evidence for the process of improvement of the online union, we will follow the three steps of measurement and analysis of Quality Function Deployment defined by Griffin and Hauser (1993). The first step is to identify the needs of the members by means of exploratory research. After this the needs of the members will have to be structured in order to set priorities for these needs in the third step. The three different phases will be briefly discussed in section 3.2. 3.2 Data description This section discusses the chosen research approach of the current study. It also presents an explanation of the different data collection techniques and the way they are preformed. The research structure can be divided into three separate phases; 43
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