The Application Of Dmaic In Retail Service Quality Management

In 2015,department stores in Tianjin started to decline.Far Eastern Department Store,Parkson Department Store,Quanyechang Xinanjiao Store,Kaixuanmen Department Store were shut down one by one.New shopping malls were also diverting customers.Taking “Tianjin L Company” as an example,the thesis studies the reasons for the slowing down of the development of traditional department stores: except for the outmoded business model,three main reasons are also considered,including the impact from e-commerce,severe merchandise homogeneity and the vicious cycle of promotion.On the other hand,from the perspective of management,lean operation and craftsman spirit are hardly seen.Every part in the supply chain of retail industry,including type of operation,channel,merchandise,marketing,management and service needs to be reconsidered comprehensively.The department stores that focus on simply shopping cannot meet the needs of customers.The main force of consumption is changing and consumption itself is changing.Consumption needs and consumption stratification are becoming more complicated.Personalized consumption is standing out.Merchandises are not only expected to meet the customers' material needs,but also their demands for personality and service through which their characteristics are expressed.The future of traditional retailing lies in “Retail=Service”.Traditional retailers are encouraged to expend their ability to run the business both on-line and off-line and also improve their service quality.This thesis applies Six Sigma management practice experience and related theories to explore the application of Six Sigma in retail management based on the analysis of customers' needs.The thesis also points out the reasons for the low service quality of domestic retail industry according to the characteristics of the industry and analyzes the necessity to apply Six Sigma management.The thesis applies QFD and Service Quality Variance Model respectively in the analysis stage and improvement stage to analyze the service quality of retail industry and provide improvement measures.In the controlling stage,the thesis points out the difficulties of service quality control and proposes the key points.This thesis analyzes the guarantee factors of applying Six Sigma,defines and classifies the index during the process of improving service quality,provides the reference of applying Six Sigma in retail industry and encourages department stores to choose DMAIC to improve the mode of service quality improvement and controlling based on their current process capability.