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A validation Study of House of Quality key performance indicators
of the explored items in phase I. Besides perceptions and expectations, the survey will measure the
priorities of the explored items based on the Kano model. Data gathered by the SERVQUAL model
and Kano model will be processed into the House of Quality.
The content and methodology of the online survey will be discussed in section 3.3. The statistical
analysis of the data gathered with the online survey will be presented in chapter 5.
Phase III Establishing the House of Quality
The data collected from the survey of phase II will be processed into the House of Quality. As
mentioned in section 2.5 this technique is used to translate the needs of the members of the online
union into appropriate technical requirements. The House of Quality will provide information for De
Unie about performance drivers of the online union that are expected and desired by its members.
Therefore the results in terms of requirements and prioritized expectations can be used as input for
improvement, innovation and strategic direction (Gonzales 2006) of the online union. On the other
hand, the House of Quality will be used to provide answers for the research questions and to validate
the conceptual model. The construction and analysis of the House of Quality will be presented in
chapter 5.
3.3 Instrument development and quality
A survey can be defined as a “pre-formulated set of questions to which respondents record their
answers, usually within rather closely defined alternatives” (Sekaran 2003, p.236). An online survey
will be conducted to quantify the items investigated by exploratory research. Hence, it will provide
data for statistical analysis and integration into the House of Quality.
Construction of the survey instrument is based on the SERVQUAL model by Parasuraman et al (1988),
that measures the service quality. Its original service dimensions determined by Parasuraman et al
(1985) have a universal nature and are in a certain way applicable for many service organizations to
measure the gap between the delivered quality of services and the expected quality of services. By
exploratory research we will look if the SERVQUAL attributes are appropriate for this specific
research. Moreover we are interested to look for new items in relation to the service quality of the
online union. After exploratory research, the investigated items will be grouped into dimensions.
Each dimension consists of several items. Items will be measured on a five-point Likert scale from
strongly disagree to strongly agree. Each item is measured by two questions. The first question
measures the overall expectation, whereas the second questions measures the respondent’s
perception about the item in relation to the online union.
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