Customer Loyalty in the FMCG Sector “A Case Study of Odisha”

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Lalitendu Mohanty, Bidhu Bhusan Mishra

Abstract

This research aims to establish an empirical correlation between the suggested variables and the effects of customer loyalty, trust, and consistency in performance. This study explains how Odisha's FMCG companies may build consumer loyalty through consistency in performance, satisfaction, and trust. A theoretical framework is put out to imply connections between various variables. Six hundred people from the Odisha’s cities of Cuttack, Bhubaneswar, Balasore, and Sambalpur comprise the sample size used for the study. Correlation coefficients and multiple regression analysis were employed to investigate the proposed association. According to regression analysis, customer loyalty changes by 79.0% when trust, consistency in performance, and customer satisfaction are taken into account. Customer loyalty and trust have a strong, positive, and important link. Corporate image and Customer happiness also strongly and favorably impact customer loyalty. The findings suggest that to cultivate a loyal customer base, FMCG companies in Odisha had to focus more on their consistency in performance, customer satisfaction, and trust. Time limits and generalizability limit the study.

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How to Cite
Lalitendu Mohanty, Bidhu Bhusan Mishra. (2023). Customer Loyalty in the FMCG Sector “A Case Study of Odisha”. European Economic Letters (EEL), 13(4), 1071–1078. https://doi.org/10.52783/eel.v13i4.706
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