A Comparative Study of Customer Satisfaction and Continuance Intention in Quick-Commerce Platforms: Evidence from Indian Urban Consumers

Abstract The rapid expansion of quick-commerce (q-commerce) platforms has significantly transformed urban consumption patterns in India by offering ultra-fast delivery of daily essentials. In an increasingly competitive digital retail environment characterized by low switching costs, understanding the determinants of customer satisfaction and continuance intention has become critical for platform sustainability. This study examines the combined influence of service quality and experiential factors—namely delivery performance, product availability, price fairness, app usability, and trust—on customer satisfaction and continuance intention across major quick-commerce platforms in India. Using survey data collected from 500 urban consumers, the study employs Structural Equation Modelling (SEM) with a Diagonally Weighted Least Squares estimation approach. The results reveal an excellent overall model fit, confirming the robustness of the proposed framework. However, the structural relationship between service quality dimensions and satisfaction–continuance outcomes is found to be statistically non-significant, suggesting that customer loyalty in mature q-commerce markets is shaped by holistic experiential coherence rather than isolated service attributes. The study contributes to digital commerce literature by highlighting the evolving nature of consumer expectations and offers practical insights for platform managers focusing on integrated experience design.