Challenges of Adopting Six Sigma in Improving Customer Service Quality within Amazon

Chapter 1: Introduction
1.1 Introduction
In the present era, quality of service is considered highly important to provide higher level of
satisfaction to the customers. In the current business environment, majority of the organizations
are facing challenges of high number of errors and decreased performance. It is possible to attain
the pre-defined level of success by analyzing the root cause of such challenges. In the field of
marketing, scientists have been contributes in enhancing the customer loyalty. For service
purchaser, it is quite challenging to assess the quality of services. Quality customer service refers
to providing quick, efficient, friendly services to the customers in order to build strong long-term
relationship with them. It includes addressing the issues of the buyers and provide them the best
possible solutions accordingly.
In the present context, Amazon is considered. Founded by Jeff Bezos, it is a well-known e-
commerce platform that was founded in the year of 1994. It was established as the book selling
website and started to offer various products such as mobile phones, home appliances, electronic
products and more over the period of time. Being a market leader in the innovation and
technological domain, the company uses six sigma practices to produce quality products. The
present research intends to determine the contribution of six sigma in improvement of service
quality and challenges faced by an organization while adopting six sigma practice. Here, six
sigma is related with improvements in the overall process to put positive implications on the
overall quality of products or services. The use of six sigma framework is not only restricted
upto manufacturing field rather; it can be implemented to various other fields such as IT, design,
quality assurance, purchasing and more.
1.2 Statement of the problem:
Six sigma is a widely used approach to enhance the overall production process. It offers
diversity & sustainability to the organizations. Still, there is requirement to understand the
manageability provides by the six sigma practice. It is identified that six sigma helps in
maintaining different business activities in an efficient manner. However, it is required to
analyze the other benefits of six sigma in terms of monetary achievement, corporate social
obligation and more.

1.3Contribution of the study
This research will help in analyzing the challenges faced by the organizations during the
adoption of six sigma to ensure quality services or management to the customers. Further, the
investigator can easily structure significant strategies to produce quality products or services for
future betterment.
1.4 The research problem:
Architects and mathematicians have been using Six Sigma practice since 1920 as a
symbol of making improvements in the quality of the overall product. It was used by engineers
of Motorola as an in-house drive to diminish the quality related issues & problems. In the last of
1980s, six sigma strategies were stretched by the company to its basic business process. As a
result, six sigma has become a formalized in-house name to make improvements in the product
or service. The research is restricted in terms of analysis of how six sigma can affect the overall
service quality. It does not significantly pay attention towards the use of six sigma in diversify
fields which will directly affect the overall research outcomes.
1.5 Background and justifications:
Firstly, Six Sigma wad used by Motorola to make improvements in the overall quality of its
products. Currently, several companies have been adopted this practices. These companies are
Merrill Lynch, Bank of America, DHL, SGL, Amazon and so on. It can be said that majority of
the large & multinational organizations have been adopted Six Sigma practice. The main reason
of adopting six sigma practices is minimize the cost, produce specialized products and enhance
further development.
Nowadays, the customers have become a crucial part of business state. The main focus of
the organizations is to providing the quality product and services to the clients. Now,
conventional significance and values have been changes significantly. To meet with the quality
expectations of the customers, several tools such as zero-defect level, lean service, steady
improvements and more are used in an efficient manner. However, Six Sigma is one of the most
progressive and widely used methodologies to produce fresh, unique and different products. It is

a systematic strategy that is used to dispose the defects and handle the deviation in the overall
production.
1.6 Purpose of the study
The main purpose of the study is to identify various complexities that are being faced by
the organizations in using SIX Sigma practices. Now, the business organizations are likely to
face issues of errors and defects that eventually minimize the overall performance of the
company. It is analyzed that six sigma is an essential practice that is often implemented by the
entities to meet with the quality expectations of the buyers. In context of the given study, main
aim is to analyze several issues of using Six Sigma approach to enhance the satisfaction level of
buyers.
1.7 Definition of Terms:
DMAIAC: It stands for defining, measuring, analyzing, improving and controlling aspects in
order to make improvement in the overall process. It represents the five step process and also
includes different tools to complete those phases in an efficient manner. In Six Sigma, it is
considered as a crucial part of the overall framework. In general, it is possible to implement this
process as a standalone procedure to make improvement in the overall quality.
DMADV: It refers to define, measure, analyze, design and verify the characterstics of the
products, service or the entire process. Basically, it is implemented when there is no existing
product. The major use of this approach is for designing an entirely new product or process. It is
a quality six sigma method wherein new product or process is designed to deliver effective final
products to the end users.
IDOV: IDOV comprises to identify, design, optimize and verify different aspects to make
improvements in the overall product or process. It is a crucial component of six sigma
management system which intends to create new product, process and system so that the quality
products can be produced in an efficient manner. This is related with addressing the needs and
requirements of the buyers to make strong relationship with them for future betterment.
IT: Nowadays, IT has become an important part of business as it helps in driving the best
possible outcomes in an efficient manner. It refers to using advance and updated techniques to