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A validation Study of House of Quality key performance indicators During the pre-test, grammatical inaccuracies were rectified and when needed the items were further clarified. The pre-test was equipped with comment boxes that gave respondents the opportunity to comment on its wording, instructions and length. The time needed to complete the questionnaire was considered to be +/- 10 minutes. Pre-test showed out that the time ranged from 8 till 13 minutes which was in line with the expectations and adequate for the respondents. The length of the questionnaire was appropriate and in cooperation with De Unie we decided to add one more item to the dimension tangibles in order to gather more information about member’s preferences for custom made service aspects. After the pre-test the questionnaire was administered to 1000 registered members of the online union, resulting in 120 respondents in three weeks (calendar week 42, 43 and 44) who completed the questionnaire. In the current research a “complete” questionnaire means that there are no missing values in the data set which means all questions were answered. The developed questionnaire consists of the following features: PART I PART II PART III PART IV - Based on the SERVQUAL method, twenty-two items measured by two questions to determine gaps between the perceived and expected services of the online union. - Based on the Kano method, twenty-two questions to measure perceived importance when characteristics are available (functional). - Based on the Kano method, twenty-two questions to measure perceived importance when characteristics are not available (dysfunctional). - Thirteen demographic questions (respondent’s age, gender, education, name of the company, work sector of company, job function, work experience, years of work in recent firm, years of work in recent position, household situation, region of living, frequency visits online union, reason for visiting online union). The final questionnaire, as distributed to the members, can be found in Appendix V. 48
A validation Study of House of Quality key performance indicators Chapter 4 - Results Empirical Study The research methodology for this research study has been discussed in chapter 3. This chapter presents the results of the empirical study. Section 4.1 discusses the results of the exploratory research. It presents the identified member’s needs, indicated as performance drivers, and the assumed relationships to the overall performance of the online union. Based on the explored items, propositions are formulated and tested by an online survey. Section 4.2 presents the statistical analysis of the survey and will validate the needs of the members. Data gathered by the online survey will be processed into the House of Quality. The composition and analysis of the House of Quality is described in section 4.3. 4.1 Phase I: Results exploratory research This section discusses the exploratory research to the needs of the members. The needs can be indicated as the performance drivers of the online union. The performance drivers are considered to affect the overall performance of the online union. The literature research as described in chapter 2 functions as the first part of the exploratory research. Based on the literature review, a conceptual model was established. The most important element in the exploratory phase are the interviews with employees and the members of the online union, in order to investigate the needs, and therefore the performance drivers of the online union. As discussed in previous chapters, the SERVQUAL model will be used to measure the quality of services offered by the online union. The SERVQUAL model is described to be applicable to a wide variety of service organizations and offers options to reword some of the items in order to create a fit with a specific context (Parasuraman et al, 1988). This particular research study for the online union is highly specialized. We expect that one or more attributes of the current SERVQUAL model will fit not with the context of the present research study. By qualitative research we expect to identify several new attributes which are highly related to online services. This leads us to the following proposition: Proposition 1: By qualitative research we expect to explore new SERVQUAL attributes that are specifically related to online services, not present in the current set of attributes of the SERVQUAL model, and that influence the overall performance of the online union. Besides interviews with union experts and members of the online union, value information for this particular research can be gathered by an exploratory benchmark study. A benchmark study compares the activities and/ or performance of competing companies or companies in different 49
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