Customer satisfaction and consumer behaviour toward quick commerce platforms in Urban India

Introduction

In today's fast-paced digital economy, the convenience and immediacy of services have become defining features of consumer behavior. One of the most transformative developments in this landscape is Quick Commerce (Qcommerce), a digital retail model that offers ultra-fast delivery of groceries, daily essentials, and other products, often within 10 to 30 minutes. As urban lifestyles grow more time-constrained and digitally integrated, Q-commerce platforms are emerging as vital tools that reshape how consumers shop, engage with brands, and evaluate service quality. This study seeks to explore the multi-dimensional experience of users on Q-commerce platforms, focusing on customer satisfaction, service perception, and usage behavior. Much like how traditional dairy products hold cultural and nutritional importance in Indian households, Q-commerce services are rapidly becoming integral to urban living, driven by the desire for speed, flexibility, and seamless user experiences. India's e-commerce market is undergoing a significant evolution, with Q-commerce representing one of its fastestgrowing sub-segments. Platforms such as Blinkit, Zepto, Swiggy Instamart, and BB Now have rapidly expanded their presence in metro and tier-1 cities, leveraging hyperlocal delivery networks, real-time tracking, and personalized recommendations to meet consumer expectations. While early adopters include tech-savvy youth and working professionals, the accessibility and appeal of these services are extending across a broader demographic base. The primary motivation behind Q-commerce usage is not merely convenience, but also speed, product availability, promotional offers, and trust in delivery efficiency. This behavioral trend draws parallels to traditional consumer www.extensionjournal.com habits where daily household needs are often fulfilled through habitual, reliable, and socially influenced choices. Yet, despite its growing popularity, Q-commerce faces critical challenges such as order inaccuracies, delivery fees, service inconsistency, and customer support limitations, which affect overall satisfaction and retention. This research evaluates consumer satisfaction levels through a structured questionnaire distributed to 200 respondents. The sample reflects a cross-section of urban digital consumers, primarily young adults, students, and professionals, who frequently engage with online delivery platforms. Their insights serve as a barometer for understanding the efficacy and consumer acceptance of Qcommerce services. Much like studies that analyze nutritional and cultural perceptions in food choices, this research dissects consumer experiences in Q-commerce through multiple lenses: frequency of use, platform preference, reasons for adoption, perceived service quality, app usability, and pricing perceptions. Special attention is given to real-time order tracking, delivery personnel professionalism, and customer support effectiveness, which are crucial touchpoints influencing brand trust and user satisfaction. Additionally, the study explores loyalty indicators such as likelihood of repeat usage and recommendations to others, factors that reflect deeper engagement and satisfaction beyond one-time transactions. The findings aim to uncover patterns, gaps, and actionable insights that can inform platform strategies and policy development in India's digital commerce space. In conclusion, Q-commerce is more than a technological advancement; it represents a shift in consumer lifestyle, expectations, and interaction with retail services. Understanding satisfaction determinants in this rapidly evolving model is essential to ensuring sustainable growth, competitive differentiation, and enhanced customer loyalty. This study provides timely insight into the current state of Q-commerce user satisfaction, offering direction for future innovations and consumer engagement strategies.

Review of Literature

Singh and Tomar (2024) [8] have researched the impact of Quick Commerce (Q-commerce) on consumers' purchase behavior and satisfaction in the city of Thane, underscoring the fact that Q-commerce is a disruptive technology that has emerged within the contemporary retailing sector. Specifically, the study by Singh and Tomar (2024) [8] highlights how the emergence of the technology characterized by the provision of quick delivery in one hour has changed customers' demands in the contemporary environment where the post-pandemic period means that speed and convenience are what matters to people today. According to the survey conducted by the authors among 100 residents, 58% of consumers chose Q-commerce because of the convenience provided while 69% chose it because of faster delivery in comparison with traditional retailing. Higher satisfaction from the use of Q-commerce was identified in the study proving that the speed of delivery and shopping experience matter the most. However, there is some work to be done in such aspects as customer service and pricing. In their study, Harter et al. (2025) [2] analyzed the impact of deviations in delivery times on repurchase intentions in the quick commerce domain by analyzing individual-level purchase data collected from a food delivery service in Western Europe, combined with an online experiment. In their work, it was found that delivery delays increase interpurchase intervals (interpurchase times), whereas early deliveries decrease interpurchase times although the effect decreases as the size of the deviation increases. It is important to mention that delivery delays negatively impact repurchase intentions more than early deliveries of the same size positively influence repurchase intentions. Finally, the research shows that customer satisfaction mediates these relationships and plays an important role in the underlying causal chain of events. Through this research, scholars managed to shed light on how expectations related to timesensitive services impact consumer behavior and repurchase intentions. These findings can be useful for practitioners working with quick commerce solutions. According to Luhukay et al. (2023) [5] , an analysis was carried out to investigate the effects of system quality, information quality, and service quality on customer satisfaction of quick commerce applications in Indonesia. It was found out that system quality and service quality have a significant effect on the intention to continue the use of quick commerce services, which consequently improves the level of customer satisfaction and loyalty. On the other hand, information quality did not significantly affect customer satisfaction. The connection between service experience, customer satisfaction, and loyalty in online grocery quick shopping was explored by Kurt and Kırcova (2024) [4] . They concluded that the role of customer satisfaction lies in its mediation between service experience and customer loyalty. The more service experience-conscious consumers exhibited strong continuance intentions and favorable e-word of mouth behavior. Interface quality, information quality, and privacy were investigated by Mitchev & Nuangjamnong (2021) [6] to determine their impact on customer satisfaction and loyalty in the e-commerce industry amid the COVID-19 pandemic. It was found that these factors have a positive effect on the level of customer satisfaction and loyalty. This research proves that customers need to be provided with safe and convenient interfaces to facilitate the process of repurchasing products. Kumar and Kashyap (2022) [3] in order to determine the determinants of online repurchase intentions. The conclusion made by the authors is that such factors as trust, perceived shopping value, convenience, usefulness, and eservice quality influence customers' decisions about repurchasing products. Cultural differences play an important role in these relations. Platform-specific preferences and usage frequency have been examined in multiple works. Leading platforms such as Blinkit, Zepto, and Swiggy Instamart dominate due to their dark store networks and hyperlocal logistics. Research indicates that 2-3 times weekly or daily usage is common among urban consumers, driven by busy lifestyles and the need for groceries, FMCG, and emergency items. Bain & Company (2025) [10] noted that Q-commerce accounted for over two-thirds of e-grocery orders and about 10% of overall e-retail spend in 2024, with projections of over 40% www.extensionjournal.com annual growth through 2030. Several studies highlight convenience, speed, and instant gratification as primary drivers of Q-commerce adoption. Chavadi et al. (2024) [12] investigated the role of instant gratification on customer satisfaction using the stimulusorganism-behavior model and found strong positive associations with repeat usage, particularly among urban millennials and Gen Z. A systematic review was conducted by Anisah and Suhendra (2018) [1] regarding the repurchase intention in ecommerce, and it was concluded that the significant variables affecting repurchase intention include customer trust, customer satisfaction, and perceived efficiency of institutional mechanisms. It was highlighted in the research that maintaining customer trust is very important to retain repeat purchasing behavior in e-commerce. The variables impacting repurchase intentions in digital commerce were reviewed by Wijarnoko et al. (2023) [7] . It was observed in their research that the most important variables predicting repurchase intentions include perceived value, trust, customer satisfaction, and service quality.

Research Objective 1)

To study the demographic profile of consumers using quick commerce platforms. 2) To identify the factors influencing customer loyalty toward quick commerce platforms. 3) To assess customer perceptions regarding service quality, convenience, and satisfaction toward Qcommerce platforms.

In mobile commerce, user satisfaction is often driven by interface quality, trust, and personalization (Taha et al., 2013) [11] .

Research Methodology

The study employed a descriptive research design based on purposive sampling. Data were collected using a structured and pre-tested questionnaire administered both online and offline. The responses of 200 urban consumers were analysed using descriptive statistics, including percentage analysis, Likert scale evaluation, and graphical representation. No inferential statistics were used, which is acknowledged as a limitation of this study. Promotional offers and app design may also stimulate impulsive purchases, a trend evident across various segments of e-commerce.

Research Gap

While some empirical work has been done on customer satisfaction, service quality, and repurchase intentions in ecommerce or online grocery shopping, there is a dearth of empirical work that specifically addresses the growing Quick Commerce (Q-commerce) industry in India. The existing literature has mostly revolved around variables such as trust, website quality, customer loyalty and online shopping in general e-commerce (Anisah & Suhendra, 2018; Kumar & Kashyap, 2022; Mitchev & Nuangjamnong, 2021) [1,3,6] . Some studies have recently been carried out on aspects like instant gratification and service quality dimensions of Q-commerce, but still empirical evidence on consumer behavior, platform preference and satisfaction of Q-commerce is limited in Indian urban market context (Chavadi et al., 2024; Singh & Tomar, 2024) [12,8] . Moreover, majority of the previous research has been carried out in developed nations or even specific international markets, whereas studies on the perception of Indian consumers of Q-commerce platforms including Blinkit, Zepto, and Swiggy Instamart remain scarce. Besides, there are few studies which have simultaneously assessed usage frequency, platform preference, service quality dimensions and customer satisfaction together. Hence, the present study will try to fill this gap through empirical examination of consumer behavior and customer satisfaction in Q-commerce platforms in Vadodara.

Results and Discussion

Demographic Profile of the Respondents

The demographic profile of the respondents offers critical information to understand the makeup of the sample and the generalizability of the results of this Q-commerce research.

The following section will present the demographic profile of 200 respondents on various parameters like gender, age, occupation, and educational qualification.

A) Gender-wise Distribution

Out of 200 respondents, 120 (60%) were male and 80 (40%) were female. This indicates that male respondents constituted the majority of the sample population. participants, which may influence usage patterns, which may influence the findings, particularly if gender plays a role in preferences or consumer behavior. Ensuring gender balance in future studies could help achieve more generalizable insights.

B) Age-wise Distribution

The largest group was aged 18-25 years, comprising 86 respondents (43%), followed closely by the 26-35 years age group with 83 respondents (41.5%). Respondents below 18 years accounted for 20 (10%), while only 11 respondents (5.5%) were above 35 years of age. The data suggests that the survey largely reflects the views of young adults, which could be significant in understanding trends or preferences related to products like yoghurt that are popular among this demographic.

C) Occupation-wise Distribution

Among the 200 respondents, 55 (27.5%) were employed, 53 (26.5%) were students, 37 (18.5%) were self-employed, 30 (15%) belonged to other categories such as homemakers, and 25 (12.5%) were unemployed. The findings indicate that employed individuals and students formed the largest share of the respondents.

D) Education-wise Distribution

depicts the educational qualifications of respondents. A majority of respondents, 119 (59.5%), were undergraduates, followed by 66 (33%) postgraduates and 15 (7.5%) PhD holders. This suggests that most respondents possessed undergraduate-level education, highlighting a relatively educated sample population. www.extensionjournal.com

To identify the factors influencing customer loyalty toward quick commerce platforms.

Understanding consumer behavior is essential for evaluating the success and future growth of Q-commerce platforms. This section examines consumers' usage frequency, preferred platforms, and primary reasons for using Qcommerce services. The findings provide insights into consumer preferences and expectations in a convenienceoriented market.

(a) Usage Frequency

The data reveals that the majority of respondents use Qcommerce platforms frequently. The largest group of respondents (37%) reported using Q-commerce services 2-3 times a week, followed by 29.5% who use them daily. Additionally, 15% use these platforms once a week, 10.5% use them occasionally, and 8% use them rarely. These findings indicate that Q-commerce has become an integral part of consumers' shopping habits. The high proportion of regular users suggests that consumers increasingly rely on these platforms for their day-to-day grocery and essential item purchases due to the convenience and speed they offer.

(b) Preferred Platform

Among the available Q-commerce platforms, Blinkit is the most preferred platform, selected by 29% of respondents. It is followed by Swiggy Instamart (24.5%), Zepto (21.5%), and BigBasket (16.5%), while Dunzo (8.5%) has the lowest preference share. The findings indicate a competitive market where multiple platforms have established a strong customer base. Blinkit's leading position may be attributed to its efficient delivery network, ease of use, and strong brand recognition among users.

(c) Primary Reason for Usage

The most important reason for using Q-commerce platforms is convenience and 24/7 availability, cited by 25.5% of respondents. This is followed by discounts and cashback offers (20.5%), faster service than traditional shopping (18.5%), better product variety (17%), and fulfilling emergency needs (16%). Only 2.5% of respondents reported other reasons. These results demonstrate that convenience remains the primary driver of Q-commerce adoption, while attractive promotional offers and quick delivery services further encourage consumers to use these platforms regularly.

To assess customer perceptions regarding service quality, convenience, and satisfaction toward Qcommerce platforms.

Customer satisfaction is a critical indicator of the effectiveness and sustainability of Q-commerce platforms. This section evaluates customer perceptions regarding order frequency, order accuracy, delivery professionalism, and customer support services.

(a) Order Frequency Per Month

The data indicates that 40% of respondents place 6-10 orders per month, making it the most common purchasing pattern. Another 31.5% place more than 10 orders per month, while 18.5% place 3-5 orders, and only 10% place 1-2 orders monthly. These findings show that a substantial proportion of consumers use Q-commerce platforms frequently, highlighting their growing importance in everyday shopping behavior. The high volume of repeat purchases reflects strong consumer acceptance and dependence on these services.

(b) Order Accuracy

Customer satisfaction regarding order accuracy is generally positive. A combined 71% of respondents expressed satisfaction, with 32.5% strongly agreeing and 38.5% agreeing that their orders are delivered accurately. Meanwhile, 17% remained neutral, and 12% expressed dissatisfaction. These findings indicate that Q-commerce platforms have been largely successful in ensuring accurate order fulfillment, which is essential for maintaining customer trust and satisfaction.

(c) Delivery Professionalism

The results show that 66.5% of respondents are satisfied with the professionalism of delivery personnel, including 29% who strongly agree and 37.5% who agree. In contrast, 16.5% of respondents expressed a neutral opinion, while 17% reported dissatisfaction. The findings suggest that delivery personnel generally provide a satisfactory service experience; however, there remains scope for improvement in professionalism and customer interaction to further enhance service quality.

(d) Customer Support

Customer support services received a positive response from respondents. A total of 66% expressed satisfaction, with 25% strongly agreeing and 41% agreeing that they were satisfied with the support provided. Additionally, 21% remained neutral, while 13% expressed dissatisfaction. These findings suggest that customer support systems are effective in resolving consumer issues; however, improving response times and consistency in issue resolution could further strengthen customer confidence and loyalty.

Usage Behavior of Q-Commerce Platforms

• A high percentage of consumers use Q-commerce platforms regularly, with 37% of the respondents using them 2-3 times a week and 29.5% using them daily. • This indicates that Q-commerce services have become an integral part of consumers' shopping routine.

Preferences for Platform

• The most favored Q-commerce platform was Blinkit (29%), followed by Swiggy Instamart (24.5%) and Zepto (21.5%). • The least favored platform was Dunzo, with 8.5% of respondents preferring it.

Reasons for Customer Loyalty

• Convenience and availability all the time were cited as the primary reasons to use Q-commerce platforms (25.5%). • Discounts/cashbacks (20.5%) and faster delivery than in regular shopping (18.5%) were some other motivating factors. • Variety of products and emergency purchases also influenced consumer choice.

Order frequency and repurchase behavior

• The majority of the respondents made frequent orders since 40% made 6-10 orders per month while 31.5% made more than 10 orders in a month. • This frequency denotes high level of consumer participation and indicates that there is high probability of repeated use.

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Service Quality Effect on Satisfaction www.extensionjournal.com

• Positive feedback was made regarding order accuracy with 71% of the respondents reporting satisfaction. • The accuracy of order fulfillment was noted to be a major source of customer satisfaction and trust.

Delivery experience

• Over 66.5% of the respondents reported satisfaction regarding the professionalism of delivery agents. • Despite the overall positive reaction, there were some issues raised by the respondents about the behavior and performance during delivery.

Customer Support Services Effectiveness

• Customer support services got a positive reception with 66% of the respondents showing their satisfaction. • Effective management of complaints was identified as a major factor determining customers' trust and loyalty.

Conclusion

Quick commerce is an innovative business model that meets the needs of contemporary customers by offering convenience, time savings, and accessibility of services. As revealed from the research results, Q-commerce platforms have been widely adopted by urban customers, especially young and well-educated ones. The high frequency of using the platforms and numerous orders per month testify to consumer satisfaction and dependency on the services offered.

As regards the platforms themselves, Blinkit, Swiggy Instamart, and Zepto stand out as being preferred by customers, demonstrating stiff competition in the segment.

The main reasons why people use the platforms and remain loyal customers include the ease of the ordering process, around-the-clock availability, attractive discounts, and quickness of the delivery services.

The findings of the study confirm that service quality significantly influences customer satisfaction and purchase intention. In particular, the results demonstrate that consumers are very satisfied with the order fulfillment, professional delivery services, and customer support. Nevertheless, there are aspects, which need to be continuously improved, including the regularity of deliveries, professional behavior of delivery personnel, and more prompt resolution of issues. Summing up the above, one can state that customer satisfaction, convenience, and service quality determine whether consumers will continue

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