Abstract:PurposeThis study aims to simultaneously examine customer complaints through the proposed novel Design for Six Sigma (DFSS) model which incorporates of creating the new insurance services to win customers' hearts and mind for the insurance industry.Design/methodology/approachA novel DFSS research methodology which includes the theory of inventive problem solving (TRIZ), Pugh concept selection, creative product analysis matrix and importance–satisfaction model (I–S Model) was proposed. In addition, a real insur… Show more
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