Quality of Life and the Digital Service Landscape: The Moderating Role of Customer Complaining Effort.

The last decade, and more specifically the COVID-19 pandemic, has created a favorable environment for digitalization, which has become a necessary condition in the context of how everyday life is conducted. Even if digital communication and services have become a trend and help brand-customer relationships, brands still have more gaps to close. The purpose of this study was to investigate how consumers' behaviors and digital interactions impact their shopping well-being and quality of life, and how the level of customer complaining effort affects the relationship between digital behavior and quality of life.