Abstract
Purpose: The FMCG industry must implement the correct RL processes; implement RL practices, RL best practices, and RL strategies; and comprehend the RL critical success factors (CSFs), which can minimise RL challenges and increase the firm’s competitiveness. This will assist in recapturing the value of the goods. The purpose of this study was to develop a RL competitiveness framework that guides FMCG retailers on how to improve RL practices, best practices, and strategies, and maximise RL CSFs, to enhance the firm’s competitiveness.
Design: This quantitative study adopted a positivist research philosophy, integrating both descriptive and explanatory approaches. Data were collected from 418 FMCG retailers and consumers through two structured, close-ended questionnaires distributed via SurveyMonkey. Confirmatory Factor Analysis (CFA) and Structural Equation Modeling (SEM) path analysis were conducted using AMOS version 27 to test the proposed hypotheses.
Findings: The hypothesis results indicate that the study’s constructs have a significant influence on firm competitiveness. This validates the significance of the constructs and the study in the FMCG retail sector.
Originality: There is a dearth of literature on RL competitiveness in the FMCG retail sector. Unquestionably, this current study contributes significantly to the literature for future studies. This study has created theoretical groundwork for future studies in this country and globally. The confirmation of H1, H2, H3, H4, H5, and H6 was the main contribution to literature. Thus, this study has recognised that FMCG retailers implement RL CSFs, practices, best practices, and strategies to achieve the firm’s competitiveness. However, they face RL challenges in effectively implementing RL best practices towards achieving the firm’s competitiveness.