here - ERIM - Erasmus Universiteit Rotterdam

A validation Study of House of Quality key performance indicators
viii
Table of Contents
Preface ........................................................................................................................................ ii
Foreword .................................................................................................................................... iii
Acknowledgements ...................................................................................................................... v
Dedication ...................................................................................................................................vi
Executive Summary ..................................................................................................................... vii
Table of Contents ....................................................................................................................... viii
List of Figures ............................................................................................................................... xi
List of Tables ................................................................................................................................ xi
Chapter 1 - Introduction ............................................................................................................. 13
1.1 Research Background .................................................................................................................. 13
1.2 Theories of service improvements .............................................................................................. 14
1.3 Problem Definition and Research Questions .............................................................................. 16
1.3.1 Research Questions .............................................................................................................. 17
1.4 Research objectives ..................................................................................................................... 18
1.5 Research Design .......................................................................................................................... 18
1.6 Thesis Structure ........................................................................................................................... 19
Chapter 2 - Theoretical Framework ............................................................................................. 21
2.1 Online trade unions ..................................................................................................................... 21
2.2 New Media challenges ................................................................................................................ 23
2.3 Virtual Communities .................................................................................................................... 26
2.3.1 Concept of virtual communities ........................................................................................... 26
2.3.2 Typology of virtual communities .......................................................................................... 29
2.3.3 Function of Virtual Communities in Marketing .................................................................... 31
2.4 SERVQUAL ................................................................................................................................... 33
2.5 Quality Function Deployment ..................................................................................................... 34
2.5.1 The Four-Phase Model ......................................................................................................... 35
2.5.2 House of Quality ................................................................................................................... 36
Customer Needs (WHAT’S) ............................................................................................................ 37
Planning matrix (WHY’S) ............................................................................................................... 39
Technical Response (HOW’S) ........................................................................................................ 39
Relationship matrix ....................................................................................................................... 39
Technical Correlation Matrix ......................................................................................................... 40
Technical Matrix ............................................................................................................................ 40