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This is a Quantitative Study study.

October 2, 2025Journal of contemporary business research.Open Access

Customer-centricity in FMCG Retail: The Role of Experience, Service, and Competitive Advantage in Driving Loyalty

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Authors

RKR. Naveen KumarKaunas University of Technology MJM JananiArtificial Intelligence in Medicine (Canada)

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Implication

This research identifies how customer experience and competitive advantage enhance engagement in FMCG retail, suggesting that service plays a pivotal role.

Key Points

Customer experience and competitive advantage significantly drive customer-centricity in retail environments.
After-sales service and point of sale affect customer engagement, but to a lesser degree than other factors.
The study utilized structural equation modelling to validate multiple constructs impacting customer loyalty.
Findings suggest demographic differences influence perceptions of customer-centric practices among varying consumer segments.

Cite This Study

Kumar et al. (2025) studied this question.

synapsesocial.com/papers/68de6f3f83cbc991d0a229ec https://doi.org/10.1177/3049513x251374494

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Implication

This research identifies how customer experience and competitive advantage enhance engagement in FMCG retail, suggesting that service plays a pivotal role.

Customer-centricity in FMCG Retail: The Role of Experience, Service, and Competitive Advantage in Driving Loyalty

Discussion

Member takes

Implication

Key Points

Cite This Study

Customer-centricity in FMCG Retail: The Role of Experience, Service, and Competitive Advantage in Driving Loyalty

Discussion

Member takes

Implication

Key Points

Cite This Study

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