Service Quality and Consumer Retention in Quick Commerce Platforms: A Study of Blinkit and Zepto

Abstract

Quick-commerce has evolved as one of the fastest growing categories in the electronic marketing environment by offering ultra-fast deliveries of groceries and other daily essentials within 10 to 30 minutes. Quick-commerce platforms like Blinkit, Zepto, Instamart have considerably transformed the entire purchasing behaviour of the urban consumers. These quick-commerce platforms operate with the latest network of hyperlocal logistics and latest mobile technologies. Despite the faster adoption and good consumer retention strategies these platforms have to face major challenges in the form of intense competition, frequent platform switching behaviour of the consumers and challenges of retention   The current study examines the factors that influence the consumer retention in the quick-commerce platforms by investigating the role played by factors like delivery speed, the quality of the product, perception of the consumers about the pricing, service quality and consumer support that shape the levels of consumer satisfaction and their loyalty towards the platforms.

Data was collected from users of the Blinkit and zepto platforms using a 5-point Likert scale questionnaire. The data was collected and analyses using a SEM (Structural Equation Modelling) Model.The findings indicate that service reliability, product quality, and customer support significantly influence customer satisfaction, which subsequently drives customer retention. While delivery speed and discounts play an important role in attracting users initially, they do not guarantee long-term loyalty.

The study highlights that consistent service performance and trust-building mechanisms are critical for sustaining customer relationships in the quick commerce ecosystem.