Empowering the voice of individual consumers in the era of digitalisation and Quality 4.0

Purpose Registering a complaint is not easy for an individual customer. Getting the complaint resolved is more difficult, and resolving it to the level of satisfaction is highly improbable. This study identifies the problems faced by individual consumers in managing their complaints. It also proposes remedies to overcome these problems. A quality management systems approach, which requires root cause identification of customer problems and prevention of their reoccurrence, is recommended for effective complaint management. Design/methodology/approach The problems of individual consumers in registering and resolving complaints are compiled using the expert panel approach and the Delphi rating system. The same approach is also used for identifying the solutions. The COCD box concept is used to analyse the problems and solutions together. Findings Sixteen major problems faced by the individual consumers in managing their complaints are listed and rated in this study according to their pain potential. Fourteen solutions to overcome these problems are proposed and rated from the implementation difficulty perspective. Research limitations/implications On the theoretical front, the findings have implications pertaining to five different theories, namely, the exit voice theory, theory of justice, attribution theory, cognitive dissonance theory and the consumer complaint behaviour theory. On a practical level, the findings have direct implications for the consumers, developers of various quality management standards, certification agencies of quality systems, the organisations trying to capture the digital voice of their customers and the organisations working in the interest of individual consumers, for example consumer forums. Originality/value This study is unique in three ways. First, it differentiates customer complaint management processes for individual consumers and the organisational consumers. Second, it analyses both problems and solutions related to complaint management from the Quality 4.0 framework perspective. Third, it presents not only the problems faced by individual consumers but also proposes solutions that organisations can implement to empower individual consumers.