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A validation Study of House of Quality key performance indicators 4.2 Results Quantitative research This section presents the results of the quantitative research study. Several attributes investigated in the first phase are integrated into the survey model. Based on the SERVQUAL model, an online questionnaire was designed to measure gaps between the actual performance and the member’s expectations of the online union. By integrating the Kano model we are able to categorize the attributes according to the influence of each of the attributes on member’s satisfaction. The collected data will be used to test the propositions formulated in section 4.1.2. Hence, data collected by the online survey will function as input for the construction of the House of Quality (Tan and Pawitra, 2001). Section 4.2.1 presents the demographics of the research population whereas section 4.2.2 presents the statistical analysis of the survey data. Based on qualitative research to the needs of the members we conducted five dimensions (Table 2).A factor analysis will be performed to test the structure of the composed dimensions. After the factor analysis, we will execute a multiple regression analysis to test for the influence of each of the dimensions on the overall performance of the online union in section 4.2.3 4.2.1 Sample description Within three weeks 120 respondents have finished the questionnaire. From a total sample of 1000 registered members this results in a response rate of 12%. Except from the question “What is the name of your company”, all questions were mandatory which resulted in a dataset without missing values. Before starting the analysis we filtered the data on respondents duration time to complete the questionnaire. Respondents whose duration time was shorter than seven minutes were filtered out. Based on the average time of 12,5 minutes, a duration time less than seven minutes assumes that they have not filled in the questionnaire seriously enough. After expectation of the dataset, four respondents were filtered out resulting in a final dataset of 116 respondents. Based on the demographic questions we shaped a general descriptive profile of the member population of the online union (Table 3). Specific work and union related characteristics will be discussed later in this section. From the general characteristics as presented in Table 1, we can conclude that the majority of the sample is male, merely of the age of 50 or higher, educated with a MBO or HBO (Bachelors) degree, full-time employed, living together with an employed partner and merely settled in the region Noord-Brabant. As mentioned before, the main target group of the online union are young professionals. Therefore it is surprising to see that most of the respondents are of the age of 50 or higher. One explanation might be that at the start of the online union a 54

A validation Study of House of Quality key performance indicators respective group of members of the traditional union became a member of the online union as they feel highly associated to the organization De Unie. Variable Composition Frequency Percentage Gender Male 97 83,6 Female 19 16,4 Age 54 31 26,7 Educational Level Professional Degree 15 12,9 PHD 1 0,9 Masters Degree 16 13,8 Bachelor Degree 38 32,8 Associate Degree 1 0,9 University, no Degree 5 4,3 MBO 39 32.6 High School 1 0,9 Household Situation Single 29 25,0 Couple, partner non-employed 20 17,2 Couple, partner employed 69 59,5 Work situation Full time employed 90 77.5 Parttime employed 16 13,8 Non-employed 10 8,6 Region Zuid - Holland 19 16,4 Noord - Holland 12 10,3 Utrecht 10 8,6 Zeeland 3 2,6 Noord- Brabant 36 31,0 Limburg 7 6,0 Gelderland 12 10,3 Overijssel 4 3,4 Flevoland 4 3,4 Friesland 2 1,7 Groningen 2 1,7 Drenthe 5 4,3 Table 3 - Demographic Characteristics Table 4 shows the different sectors where employees of the online union work, whereas Table 5 presents the functions employed by the members. 55

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