This study investigates the interplay between customer loyalty, brand equity, and digital transformation within theFast-Moving Consumer Goods (FMCG) sector, focusing specifically on Beverages Industry. Utilizing a descriptive research design, primary data was collected from 350 consumers through a structured questionnaire, complemented by secondary data from academic literature. The analysis incorporated mean averages, regression analysis, and frequency to interpret consumer perceptions of their experiences and the resulting brand equity. The findings reveal that Beverage industry benefits from a strong product-centric customer experience, characterized by high satisfaction with product quality, taste, and variety, which are primary drivers of customer loyalty. This positive core experience significantly underpins its robust brand equity, particularly through strong brand trust and positive word-of-mouth. However, the digital customer experience presents a notable challenge: a majority of consumers are unaware of online presence, limiting the reach and impact of its digital touchpoints. Despite this, for aware consumers, digital promotions and interactive social media posts contribute positively to their experience and purchase interest. The study highlights that while a strong traditional customer experience forms the bedrock of brand equity, an underdeveloped digital customer experience can hinder a brand's full potential in the digital age The study concludes that while Beverages Industry excels in traditional brand building and product satisfaction, a concerted effort to enhance digital visibility is crucial for future growth and to fully leverage its established strengths.
Devi et al. (Thu,) studied this question.