Service quality & marketing: a practical relation

Abstract

In this paper we aim to study the application of Six Sigma methodology to enhance online brand equity. In this regard, we will review different online brand equity models, brand equity failure modes and ways that online marketers can estimate current and desired sigma level of business branding performance. Research methodology applies on of main Six Sigma models, known as DMAIC (Define, Measure, Analyze, Improve, and Control). In this frame work, we benefit from main tools in each mentioned phase above to reach associated improvement actions to show how business managers can enhance corporate online brand equity by using Six Sigma methodology. In addition the paper can be considered as first researches that investigates the application of Six Sigma technique in the field of online brand equity.

Keywords: Six Sigma, online brand equity, DMAIC