The Application of Six Sigma to Enhance Product and Service Quality in Internet Marketing

Tai-Chang Hsia (), Shui-Chuan Chen and Kun-Sheng Chen
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Tai-Chang Hsia: Chienkuo Technology University
Shui-Chuan Chen: National Chin-Yi Institute of Technology
Kun-Sheng Chen: National Chin-Yi Institute of Technology

Chapter Chapter 12 in The 19th International Conference on Industrial Engineering and Engineering Management, 2013, pp 121-131 from Springer

Abstract: Abstract The Six Sigma quality control systems may be used to enhance consumer satisfaction with products and services on the Internet. This study applies the methodology in five steps: design, measure, analyze, improve, and control. First, we conducted a consumer acceptance survey, then we constructed a product quality matrix to determine whether any product or service is considered defective. Using a cause-and-effect diagram, we identified the major causal categories of consumer dissatisfaction, prioritized product improvement targets, implemented a holistic analysis of the defective service, and generated specific strategies. We also initiated concrete improvements to the defective products and services, established standard operating procedures and a knowledge management system to standardize operations and maintain long-term control.

Keywords: Internet marketing; Product quality; Service quality; Standard operating procedure (search for similar items in EconPapers)
Date: 2013
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-642-37270-4_12

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DOI: 10.1007/978-3-642-37270-4_12

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