Evaluating Quick Commerce Delivery Operations with Supply Chain Efficiency and Their Impact on Customer Experience
DOI:
https://doi.org/10.66635/g6qqv927Keywords:
Sustainable entrepreneurship, quick commerce, last-mile delivery, green logistics, customer satisfaction, customer loyalty, IndiaAbstract
This study examines sustainable quick-commerce entrepreneurship in India by analysing how last-mile delivery efficiency, rider welfare, green mobility, and operational reliability influence customer satisfaction and customer loyalty. As platform-based quick-commerce ventures expand across Asian urban markets, their long-term growth depends not only on speed and convenience but also on sustainable logistics, ethical workforce practices, resilient supply chain systems, and customer trust. In India, firms such as Swiggy Instamart, Zepto, Blinkit, and Bigbasket have transformed urban retail through digital platforms, rapid fulfilment models, and dense last-mile delivery networks. However, this model faces challenges related to vehicle maintenance, delivery delays, app reliability, packaging and handling, product receipt failures, rider fatigue, and pressure for ultra-fast delivery. Based on survey responses from 200 last-mile delivery workers, this study uses reliability analysis, exploratory factor analysis, confirmatory factor analysis, and structural equation modelling to examine the effects of vehicle performance and maintenance, delivery logistics, app reliability, packaging and handling, and product receipt issues on customer satisfaction and loyalty. The findings show that vehicle performance, packaging and handling, and product receipt issues significantly affect customer outcomes, while delivery logistics and app reliability show comparatively weaker effects. The study contributes to entrepreneurship, innovation, and sustainable development literature by showing that quick-commerce ventures require green mobility, reliable delivery systems, rider-support practices, and customer-centred operations for sustainable growth in emerging Asian markets.
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