Customer Satisfaction and Brand Loyalty in Quick Commerce Platforms (Blinkit, Zepto)

Abstract

Quick commerce (Q-commerce) platforms, which provide ultra-fast delivery of everyday necessities, have revolutionized urban retail consumption. Platforms like Blinkit and Zepto, which compete mainly on delivery speed, service quality, pricing, and customer experience, have become major players in the Indian market. With particular reference to Blinkit and Zepto, this study investigates the connection between brand loyalty and customer satisfaction in fast commerce platforms. A structured questionnaire was used to gather primary data from 120 quick commerce service users in urban areas as part of a mixed research approach. Secondary data was gathered from academic literature, industry reports, and company websites. The data was analyzed using descriptive and inferential statistical techniques like regression, correlation, and mean analysis.The results show that customer satisfaction is strongly positively impacted by service quality, delivery speed, app usability, and pricing transparency, all of which have a positive effect on brand loyalty. Additionally, the study finds that customers perceive Blinkit and Zepto differently, especially when it comes to delivery dependability and marketing tactics. In a fiercely competitive online market, the study offers uick commerce companies managerial insights to improve customer retention and foster enduring brand loyalty.

Introduction

The text examines the rapid growth of quick commerce (Q-commerce) in India, a retail model focused on ultra-fast, hyperlocal delivery of daily essentials through technology-driven logistics and dark stores. Platforms such as Blinkit and Zepto have gained popularity in urban and semi-urban areas due to changing consumer lifestyles, high smartphone adoption, and demand for convenience. However, in a highly competitive market with low switching costs, long-term success depends not only on customer satisfaction but also on building strong brand loyalty.

Drawing on established theories such as Expectation–Confirmation Theory and service quality models like SERVQUAL, the study highlights that factors including delivery speed, order accuracy, product availability, pricing transparency, app usability, and customer support significantly influence customer satisfaction and loyalty in Q-commerce. Prior research shows that while promotions attract users, consistent service quality is the key driver of repeat purchases and positive word-of-mouth.

Addressing a gap in Indian Q-commerce research, the study conducts a comparative analysis of Blinkit and Zepto to examine the relationship between service quality, customer satisfaction, and brand loyalty. Using a descriptive and analytical research design, the study adopts a mixed-method approach with primary data collected through online surveys and secondary data from academic and industry sources. A convenience sample of 120 active users from urban and semi-urban regions was analyzed.

Overall, the research aims to provide insights into how Indian Q-commerce platforms can strengthen customer retention and achieve sustainable competitive advantage by enhancing service quality and converting customer satisfaction into long-term brand loyalty.

Conclusion

The study confirms that customer satisfaction plays a pivotal role in shaping brand loyalty within India’s rapidly expanding quick commerce ecosystem. The findings reveal a high level of overall customer satisfaction with Q-commerce platforms, highlighting strong consumer acceptance of ultra-fast delivery services. Among the various service attributes, delivery speed emerged as the most critical determinant of satisfaction, particularly influencing customer preference in time-sensitive purchase situations. The analysis also demonstrates a strong and positive relationship between customer satisfaction and brand loyalty, indicating that satisfied users are more likely to engage in repeat purchases and recommend the platform to others. While competitive pricing and discounts are effective in attracting customers initially, long-term loyalty is primarily driven by consistent service quality, including order accuracy, product availability, and reliable customer support. Comparative insights show that different platforms excel in distinct areas, suggesting that sustained success depends on balancing speed with operational reliability. From a managerial perspective, the results emphasize the importance of investing in customer experience, technology-enabled logistics, and loyalty-building strategies to achieve competitive advantage. Overall, the study concludes that in the Q-commerce sector, speed may attract customers, but reliability and service consistency are essential for retaining them. Continuous innovation and customer-centric strategies will be crucial for platforms seeking long-term sustainability in an increasingly competitive market.

References

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Copyright

Copyright © 2025 Dr. Janvi Rathi, Akshay Mankar. This is an open access article distributed under the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.