PurposeThe purpose of this paper is to highlight the significance of improvement of marketing process using Six Sigma methodology, in the context of a banking environment.Design/methodology/approachBased on Six Sigma's DMAIC model, the paper uses Define, Measure, Analyze, Improve and Control phases to study marketing process improvement in Saman Bank.FindingsResearch states the way concepts of marketing performance management relates to the improvement of a bank marketing process using Six Sigma. Low quality was observed in the process and then regarding customer relations as one of the main priorities, improvement actions were planned. A major marketing failure for the bank was decline of online banking usage, which justifies the importance of loyal online banking customers in marketing plans.Practical implicationsThis paper helps marketing departments in financial institutions to analyze their current performance and execute improvement actions to optimize their process. One fact in designing marketing improvement actions for banks is effectively using related information systems to organize the high amount of marketing data and to respond quickly to customer needs.Originality/valueMarketing performance measurement is done in a new way as the research describes how a general marketing process can adopt Six Sigma tools to have stronger customer relations, reduced marketing costs and how to prioritize improvement actions systematically.

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.