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A validation Study of House of Quality key performance indicators Interaction: interviews revealed that members expect certain ways of interaction between the union and its members. At the moment the online union for example interacts with her members by providing online newsletters. But members also expect to get involved in the development process of the online union to shape the online union to their preferences. Members also perceived a lack of personal attention. Possibilities of interaction between members was mentioned to be preferred but are not experienced in the current situation. Proposition 3: Interaction positively influences the overall performance of the online union. Safety: the category safety mainly reflects to the needs of members for a good representation of their shared interest by the online union. Related to a good representation is the influence of the online union on for example collective bargaining. Interviewed members expect the online union to have a suitable influence to secure a good representation of their interests. Another “safety” related aspect is the expectation of affective and adequate support to work related issues but also for personal related aspects like for example assurances. Proposition 4: The overall performance of the online union will be positively affected by safety. Solidarity: one of the reasons for people to join a union is the feeling of solidarity provided by a representative organization. This feeling of solidarity originates from the fact that members join a union for more or less the same reasons and therefore expect to meet members in equal positions. Although in the current situation not available in a suitable way; members expect the online union to offer new opportunities to interact with people in the same position and share knowledge and experiences. Proposition 5: Solidarity will positively affect the overall performance of the online union. Tangibles: the most important reason for the interviewed members to join the online union is the custom-made approach in combination with the relative low contribution price as presented in section 4.1.1. This approach offers members the possibility to be represented for their shared interest and to profit from customized services for a relative low price. From this we can conclude that a good representation of their shared interests and customized services are important service characteristics of an online union. Also a first-class presentation of the online union and appropriate online facilities (e.g. speed and content of the website) are identified to be important performance aspects. 52

A validation Study of House of Quality key performance indicators Proposition 6: Appropriate perceived tangibles will have a positive effect on the overall performance of the online union. The explored dimension can be visualized into a research model as depicted in Figure - 8. The model represents the assumed influence of the dimensions on the overall performance. By analysis of the survey results in section 4.2 we will test the formulated propositions. Information Interaction Solidarity Safety Tangibles + + + + + Figure - 8 Empirical research design after phase I. The explored items are embodied in a model and clustered into five different dimensions (Table 2) Table 2 Service dimensions Online union 53 + Overall Performance

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