Impact of Social Media and Service Quality on Customer Buying Behavior in the FMCG Industry of Pakistan

Abstract

This paper investigates the impact of service quality and social on customer buying behavior in the FMCG industry of Pakistan. In this paper, the model that have been is on the basis on service quality and social media marketing. This research proposes a model that shows the impact of service quality and social media on customer buying behavior in the aspect of Pakistan. The approach used in this research is quantitative and used to support the theoretical model with the help of online survey. The results of all the items used in the questionnaire are analyzed with the SPSS methodology (considered credible source for exploratory research). The results drawn from 300 respondents presents that service quality and social media do influence the customer buying behavior in the FMCG sector of Pakistan significantly. Furthermore, the research imply that marketers can make use of marketing strategies by the marketers by considering the marketing contributors that are joint to obtain the affective outputs. This study also has some limitations of time constraint, limited sample and targeted variables, but it enables further researchers a platform for future studies. The research also show the ideal features of service quality and customer buying behavior to check the impact on customer buying behavior in the FMCG sector of Pakistan.