Beyond Speed: Examining the Impact of Last-Mile Delivery Reliability on Customer Loyalty in Quick Commerce: The Mediating Role of Customer Satisfaction

Quick commerce has redefined the retail landscape by emphasizing ultra-fast delivery and frictionless convenience. However, as delivery timelines reach parity across the industry, speed alone becomes an insufficient differentiator for fostering enduring customer loyalty. This investigation highlights last-mile delivery reliability as the fundamental determinant of sustained consumer engagement. Operational reliability represents a comprehensive construct encompassing order precision, fulfillment completeness, item condition, and proactive communication. This study demonstrates that consistent execution across these dimensions directly shapes customer satisfaction and subsequently reinforces brand loyalty. Establishing operational predictability is thus essential for reducing consumer risk and building brand trust. For industry participants, the strategic implications are clear: providers must shift beyond aggressive speed optimization to prioritize fulfillment dependability. Unrealistic delivery guarantees can trigger operational failures and erode satisfaction; firms should instead focus on consistently meeting realistic service promises through enhanced inventory management and logistical precision. Ultimately, the competitive advantage in the quick commerce sector relies on providing a consistently reliable end-to-end experience. While speed initially attracts users, operational dependability and satisfaction are the primary drivers of retention. Platforms that master fulfillment reliability will be best positioned to secure a lasting competitive edge in an increasingly homogenous and rivalrous market.

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