The Application of Six Sigma to Enhance Product and Service Quality in Internet Marketing
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
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The Application of Six Sigma to Enhance Product and Service Quality in Internet Marketing Tai-Chang Hsia, Shui-Chuan Chen, and Kun-Sheng Chen
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
12.1 Introduction The rapid development of computer technology and the internet, which involves no-limit on time or distance and low-cost home delivery, has made the internet marketing very popular among many customers. However, customers tend to be more concerned about the product and service quality associated with internet T.-C. Hsia () Department of Industrial Engineering and Management, Chienkuo Technology University, Changhua, Taiwan e-mail: [email protected] S.-C. Chen • K.-S. Chen Department of Industrial Engineering and Management, National Chin-Yi Institute of Technology, Taichung, Taiwan E. Qi et al. (eds.), The 19th International Conference on Industrial Engineering and Engineering Management, DOI 10.1007/978-3-642-37270-4 12, © Springer-Verlag Berlin Heidelberg 2013
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retailers than those obtained from traditional marketers. Therefore, product and service quality represent two fundamental aspects that may help enhance the effectiveness of internet marketing. Previous studies of product and service quality have developed performance measures for both product (Chen et al. 2002; Pearn and Chen 1997) and service (Hung et al. 2003; Parasuraman et al. 1985, 1991; Rosen et al. 2003) quality. However, these studies each focus on a single aspect—namely, the quality of either the product or the service—to measure customer satisfaction with the market offering. Furthermore, as they failed to integrate manufacturing and post-sale operations together, these studies cannot identify the key elements that affect customers’ acceptance of overall product/service qualities. In response to these gaps in previous literatures, we integrate product and service quality using Pyzdek, Michael and Thomas’ (Pyzdek 2001; Michael 2002; Thomas 2003) Six Sigma DMAIC (Define, measurement, analysis, improvement, and control) quality control system to assess customer satisfaction associated with internet marketing and provide suggestions
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