PurposeIn this era of Industry 4.0, characterized by disruptive technologies, there is a need to identify and understand the role of the quality function in the excellence journey. Quality 4.0 refers to the digitalization of quality work in the context of Industry 4.0. As Quality 4.0 is a new concept, empirical research on the subject is extremely scant. Therefore, this study aims to identify and understand the criticality of the dimensions of Quality 4.0. Design/methodology/approachThe present research identifies 12 axes (dimensions) of Quality 4.0 based on literature review and inputs from experts. The identified axes have been prioritized using the analytic hierarchy process (AHP) technique.FindingsThe study concludes that the 12 dimensions contribute to outcome indicators such as organizational performance, agility and sustainability. It further adds that though technology is vital for Quality 4.0, elements of traditional quality such as leadership, quality culture, customer focus, quality systems, compliance, competence, analytical thinking, data-driven decision making, etc. are mandatory for the transformation journey. In today's context except for a few matured organizations, others are even struggling to implement the traditional aspects of quality.Research limitations/implicationsCues to further research are provided which would help in the better understanding of Quality 4.0 and its role in the Industry 4.0 scenario.Practical implicationsThis research would help the practitioners understand the determinants of Quality 4.0 system and their effects on organizational performance, agility and sustainability.Originality/valueThe present research work strives to throw light on the criticality of the dimensions of Quality 4.0, thereby contributing to theory building, especially given the paucity of literature in Quality 4.0.