Customer Experience and Satisfaction in Anti-Dandruff Shampoo Consumption: Standpoint of Customer Behavioral Outcomes

Abstract

This study explores consumer behavior in Pakistan’s anti-dandruff shampoo market, focusing on system quality, service quality, and content quality as key determinants of customer satisfaction. The research examines how these factors influence brand advocacy and repurchase intention, offering insights into consumer loyalty in the fast-moving consumer goods (FMCG) sector. A quantitative research methodology was employed, utilizing a structured questionnaire-based survey distributed through online and offline channels. A cross-sectional research design was adopted, and data were analyzed using statistical techniques, including regression analysis and Partial Least Squares Structural Equation Modeling (PLS-SEM). The results indicate that content quality significantly influences brand advocacy, while personalization plays a crucial role in repurchase intention. System and service quality also contribute to customer satisfaction, which in turn mediates the relationship between quality perceptions and behavioral outcomes. However, interaction quality negatively affects both advocacy and repurchase intention, highlighting the importance of sensory experiences in consumer choices. This study contributes to the literature on FMCG consumer behavior by integrating multi-theory frameworks such as the Information System Success (ISS) Model, Expectation-Confirmation Theory (ECT), and SERVQUAL. The findings emphasize the growing importance of transparency, personalization, and product efficacy in shaping consumer decisions. The research provides valuable implications for marketers and product developers in the personal care industry, offering strategies to enhance brand trust and customer retention.