QUICK COMMERCE IN INDIA: HOW DELIVERY EXPERIENCE SHAPES CUSTOMER SATISFACTION AND REPEAT PURCHASES

Abstract

This project is about something that's crept into everyday life for a lot of Indian consumers — the ability to get groceries or household essentials delivered in under half an hour. Platforms like Blinkit, Zepto, and Swiggy Instamart have grown faster than most people predicted, and the promise they're selling is a simple one: whatever you need, right now. The question I wanted to answer was whether keeping that promise actually builds satisfied, loyal customers — and more specifically, which aspects of the delivery experience carry the most weight. To find out, I put together a 28-question survey covering five dimensions of delivery experience: speed, order accuracy, app usability, packaging, and customer support. Ninety respondents filled it out — mostly students and young working professionals. The data had some surprises. Speed — which everyone assumes is the core of Q-commerce — turned out to be only part of the picture. App usability actually scored higher (mean 3.85/5) and had a stronger correlation with satisfaction than speed did. Customer support, by contrast, scored the lowest of all five dimensions (mean 3.29/5) and was the area where respondents felt most let down. Overall satisfaction came in at 3.56/5, and its relationship with repeat purchase intent was notably strong (r = 0.72). All seven hypotheses were supported at the 0.01 significance level. Cronbach's Alpha values were comfortably above the 0.70 threshold for every construct, confirming the survey instrument was internally consistent.