The impact of digital voice of customer and product lifecycle management on Quality 4.0: moderating role of AI in SMEs

Purpose Advanced technologies such as artificial intelligence (AI) and Quality 4.0 (Q4.0) are crucial for the survival of today’s industrial enterprises. In this context, this study reveals the impact of digital voice of the customer (DVoC) and product lifecycle management (PLM) on Q4.0. Furthermore, this study explores the moderating role of AI in enhancing the relationship between DVoC and PLM and Q4.0, which is an important gap in the literature specific to Asian countries and is based on limited empirical evidence. Design/methodology/approach This study focuses on small and medium-sized enterprises (SMEs) in the manufacturing sectors of Asia (China, Pakistan and India). Within the scope of this study, data were obtained from 334 SMEs operating in the manufacturing sector in Asia. The data were analyzed using partial least squares structural equation modeling. Findings According to the results, the direct impact of DVoC and PLM on Q4.0 is confirmed. The study also revealed that AI enhanced the impact of DVoC and PLM on Q4.0. Another important finding is that AI improves Q4.0-related processes. Originality/value This study shows how AI moderates the link between DVoC, PLM and Q4.0. It also identifies important applications for using DVoC and reveals new possibilities for industries to adopt AI to enhance Q4.0 and PLM techniques. These findings have important implications for marketers, practitioners, the manufacturing sector and policymakers.