Impact of product quality on customer satisfaction via mediating role of customer value: A study among FMCG customers in Delhi
Abstract
This research examines the effect of price and quality of the product on customer satisfaction, with customer value as an intervening variable. Using a quantitative research method, the research considers FMCG customers in Delhi region of India and examines their beliefs about quality, price, and value, and their effect on satisfaction. Responses from 210 participants were used to collect data and statistically validate for accuracy. Structural equation modeling (SEM) approach was applied in order to test causal relationships between the variables in question. Results indicate that product quality and price have a significant effect on customer satisfaction, with customer value serving as an important mediator. The results identify the key mediating role of perceived value to improve customer satisfaction in competitive consumer goods markets. Implications of research with its theoretical and practical dimensions are also presented.
Keywords: Product quality, customer satisfaction, customer value, FMCG