Consumer Engagement Through Quick Commerce Services: A Study of Blinkit

The current study explored how consumer engagement occurred with services and also investigated the factors affecting customers' satisfaction, repeat purchasing behaviour and loyalty towards the quick commerce sector. Based on the results of the study, it can be said that the quick commerce service has made a high impact on the shopping behaviour of modern consumers as it offers convenience, speed and smooth online shopping experience. As consumers value time more than ever, they are also looking to online channels that lessen the need to go physically out to buy products and ensure that they are available immediately via a mobile application. One factor identified in the research as crucial in consumers' engagement and satisfaction with products was delivery speed. When asked about their views on the incredibly quick delivery system, most respondents were positive taking delivery speed as a metric to measure retention and repeat usage behaviour; this suggested a high level of operational efficiency. The study has also shown that promotional offers, cash networks, reductions and rewards have a substantial impact on purchase decisions, and improve consumer engagement and interaction with the platform. Mobile application usability also came out as one of the key factors that determines consumer engagement, as they prefer mobile applications that offer user-friendliness, easy navigation, smooth payment systems and real time updates of their orders. The results also indicate that availability of products and valuable customer service has positive impacts on trust and satisfaction of the customers. Among the leading quick commerce providers, Blinkit's delivery efficiency, user-friendly features, and customer satisfaction embodied the brand were among the top factors contributing to its recognition. The findings from the study indicate that the technological convenience, pricing policies, delivery speed, and quality of service are all key factors that affect customer engagement with quick commerce services. The study has its limitations in a relatively small sample size and limited geographical coverage, while still contributing towards meaningful and relevant insights. Future studies can be extended to encompass a larger sample size of respondents in additional cities and regions to enhance the depth of knowledge about consumer involvement in the quick commerce sector and identify other market trends and opportunities. Further research could also focus on the impact of Artificial Intelligence, predictive analytics, personalization, and consumer psychology on digital buying trends and customer retention in the rapidly changing world of quick commerce.

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