Design/methodology/approach: From the analyses of the service models; service industries structures and also by comparing between the features of service and manufacturing industries; the main challenges in application of Six Sigma in service industries can be identified. Further analyses of these challenges showed that the proper implementation of Six Sigma in service industries requires not only the effective operational strategies; but also customers needs and satisfaction must be considered and designed into the implementation phase.
Findings: The paper proposed that for the successful implementation of Six Sigma in service industry; instead of just DMAIC; a design phase should be included (DDMAIC). The main meaning of this new phase and its affection will be described.
Keywords: Six Sigma; Service industry; implementation of Six Sigma