THE IMPACT OF CUSTOMER EXPECTATIONS, CUSTOMER LOYALTY, CUSTOMER BRAND LOYALTY, AND CUSTOMER SATISFACTION ON PURCHASE INTENTION IN THE FMCG SECTOR OF PAKISTAN

Abstract

This study investigates the impact of customer expectations, customer loyalty, customer
brand loyalty, and customer satisfaction on purchase intentions within the fast-moving
consumer goods (FMCG) sector of Pakistan. In today's competitive market, understanding
the factors that drive customer behaviour is critical for businesses to remain competitive
and foster long-term relationships. The research adopts a quantitative approach, utilizing
a structured questionnaire to collect data from 358 respondents, primarily from FMCG
firms listed on the Pakistan Stock Exchange. The study explores the extent to which these
four independent variables influence customers' purchase intentions, using statistical
analysis techniques such as correlation and regression analysis. The results demonstrate
that customer expectations, loyalty, brand loyalty, and satisfaction all have a significant
and positive impact on purchase intentions, with customer loyalty and brand loyalty
playing a particularly pivotal role. The study provides essential insights for managers in
the FMCG sector, emphasizing the importance of addressing and enhancing these
customer-driven factors to boost purchase intentions and maintain competitive advantage.
Moreover, the research fills existing gaps in the literature by examining the specific context
of Pakistan’s FMCG market, offering both theoretical contributions and practical
implications. The findings suggest that improving customer loyalty and satisfaction can
lead to increased customer retention and higher sales, making these areas crucial for
strategic planning and customer relationship management in the sector. This study's
implications extend to policy makers and marketing professionals who are seeking to
create stronger brand loyalty and foster lasting customer relationships in an evolving
marketplace.