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Review Paper | Marketing | Volume 15 Issue 7, July 2026 | Pages: 1924 - 1929 | India
Analyzing the Effect of the Quality FMCG Products on Customer Loyalty and Repurchase Intention - A Review Paper
Abstract: This review paper critically examines the study by Ahmad et al. (2022) published in Res Militaris, which analyzed the impact of product quality on customer loyalty and repurchases intention in the Fast-Moving Consumer Goods (FMCG) sector. The original study employed quantitative methods, including regression and Structural Equation Modeling (SEM), to establish significant positive relationships between product qualities, customer loyalty and repurchase intention. This review appreciates the paper?s theoretical grounding, methodological rigor and managerial relevance, while it also identifying research gap related to sampling, scope and model fit. The findings reinforce the strategic importance of maintaining consistent product quality in building long-term customer relationships. Future research directions and managerial recommendations are provided to strengthen the applicability and generalizability of the results.
Keywords: FMCG, Product Quality, Customer Loyalty, Repurchase Intention, Consumer Behavior, Brand Trust
How to Cite?: Km Meenu, Dr Dolly Vaish, "Analyzing the Effect of the Quality FMCG Products on Customer Loyalty and Repurchase Intention - A Review Paper", Volume 15 Issue 7, July 2026, International Journal of Science and Research (IJSR), Pages: 1924-1929, https://www.ijsr.net/getabstract.php?paperid=SR26719214059, DOI: https://dx.doi.org/10.21275/SR26719214059