This study investigates the impact of retail mix instruments on customer perceived value and engagement in the FMCG retail sector, particularly in the context of the post-COVID-19 era. Using the stimulus-organism-response (S-O-R) framework, the researchers conducted interviews with 40 Gen-X and Gen-Y consumers in Thailand to explore the relationships between retail mix instruments, customer value perceptions, and customer engagement behaviors. The study resulted in a revised conceptual framework identifying 12 retail mix instruments influencing six types of customer value perceptions and leading to four customer engagement behaviors. The framework is presented to guide future research and illustrate how FMCG retailers can leverage it to design effective strategies for enhancing customer engagement.

Prarawan Senachai, Puthipong Julagasigorn