Amazon.com is a popular and well-known multinational E-commerce company in the world, based in United State and expended the retail web site in United Kingdom on 15th October 1998 (D Brown, 2008), which composes of buying and selling products or services through internet and another essential computer network systems. Jeff Bezos, founder and CEO of Amazon claimed that a company can be resilient is made by focusing on the customer (Zach, article, 2013). Obviously, customer centricity (Mark, YouTube, 2009) is the tenet that Amazon is working on, which is the strongest key to raise the global prominence and earn the credits from their consumers and suppliers.
By reaching the goal of customer satisfactions, Amazon divided their internal operation aim into five main parts of components to ensure that they have delivered what consumer needs, which is controlled by Lean system combined with the efficiency of Six Sigma system (Andrew, 2009, Mark, YouTube, 2013) and Pull system to shorten the time of operation and focus on identifying the needs of customer or place order to co-sourced. After that, both of them will send the parcel to Royal Mail or commercial courier after certificated and packed by Total Quality Management system (TQM) (Nigel, Alistair, Robert, 2011) and ABC Warehousing system (Jay, Barry, 2008) respectively. The first one is provide an easy purchase process and platform to customer that contain a user-friendly web page and mobile “app” (Annual report, legal proceeding, 2013) with clear catalogues, simple order and payment procedure to reduce the time of procurement. Second one is offer a wide range of goods selection (Annual report, Overview, 2013) from all over the world to fulfill different type of customer needs. Pricing management (Annual report, consumer, 2013) is also another important element; it can separate into two parts that are internal and external. Internal is the price of products that tempted the consumers with lowest...
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