Application of quality tools in managing customer complaints related to non-conforming products: case study

Abstract

In the context of increased consumer awareness, implementing a structured problemsolving approach using quality tools helped maintain and improve product and service quality while reducing customer complaints. This paper aimed to establish a problem-solving process within the National Paint Company (ENAP) in Algeria. The study utilized quality tools to identify and analyze the root causes of customer complaints and proposed solutions to enhance the company's practices. A descriptive and analytical approach was followed, employing semistructured interviews, observation, and document analysis. The analysis highlighted a high occurrence of customer complaints related to product non-conformity. After applying quality tools and implementing the recommended action plan, the final dashboards results indicated a significant reduction in complaints, improved quality and a noticeable increase in customer satisfaction and loyalty. In conclusion, the approach adopted effectively addressed the identified issue, reinforcing quality management within ENAP.