Realizing Total Customer Experience through Six Sigma Marketing: An empirical approach

By : K. Muralidharan , Neha Raval

Page No: 303-315

Abstract
Loyal customer base is the key to successful business model and this pave ways to the intense customer orientation in contemporary business environment. Amplified need of customer orientation has brought monumental changes in marketing functionality. Marketing has progressed from traditional promotion based profit making business function to relationship based customer oriented business function. The focal point of recent marketing effort is on managing pleasurable Total Customer Experience (TCE). This scenario necessitates effective management of marketing actions at strategic, operational and tactical level. One well known approach that can cater to this marketing environment is Six Sigma. With the major focus on data based management philosophy, Six Sigma proposes effective guideline for different stages of marketing function. Amalgamation of these two fields is known as Six Sigma Marketing (SSM). This paper explores how empirical Six Sigma approach can be utilized to manage pleasurable TCE. With reference to realworld case study, this paper tries to demonstrate how empirical Six Sigma Marketing (SSM) approach works for effective marketing management.

Authors :
K. Muralidharan : Professor, Department of Statistics, The Maharajah Sayajirao University of Baroda, Vadodara
Neha Raval : Department of Statistics, The Maharajah Sayajirao University of Baroda, Vadodara
 

DOI: https://doi.org/10.32381/PROD.2019.60.03.8