Customer Perception and Satisfaction Toward Quick Commerce Services in a Semi-Urban Region: A Study of Erode District

Abstract

The retail sector's rapid evolution has spurred Quick Commerce (Q-Commerce), which delivers essentials in 10–30 minutes. While thriving in metros, Q-Commerce remains underexplored in semi-urban areas. This study investigates customer perception and satisfaction with Q-Commerce services in Erode District, Tamil Nadu, focusing on Swiggy Instamart and Blinkit.
A descriptive research design employed primary data from 150 respondents via a structured questionnaire. Analyses included percentage analysis, mean scores, standard deviation, ANOVA, chi-square tests, correlation, regression, and Henry Garrett ranking.
Results reveal that delivery speed, service reliability, app usability, and product freshness strongly shape perception and satisfaction. The regression model shows robust explanatory power (R^2>0.70; details in full paper). These insights offer strategies to enhance service quality and retention in semi-urban markets.