Effective Utilization and Operation of an Online Complaint Management System for Customer Satisfaction and Low-Price Supermarkets in Lagos, Nigeria

In the competitive landscape of modern retail, ensuring high levels of customer satisfaction is essential forlow price supermarket success and brand loyalty. One of the most impactful ways to achieve this is throughthe efficient handling of customer complaints and feedback. This study examines the effective utilization andoperation of an Online Complaint Management System (OCMS) as a strategic tool to enhance customerservice and satisfaction in low price supermarket environments. The OCMS provides a centralized, digitalplatform where customers can submit complaints conveniently and securely. The system facilitates real-time tracking, automatic categorization, and prompt resolution of issues, minimizing delays and enhancingtransparency. Through intelligent data analytics and reporting features, management gains valuable insightsinto recurring issues, staff performance, and customer behaviour patterns. Results indicate that the effectiveoperation of the OCMS leads to faster complaint resolution, improved customer engagement, and better-informed managerial decisions. The study concludes that the successful integration of such systems not onlystreamlines service operations but also reinforces customer trust and satisfaction, making it a vital componentof modern supermarket management.