Determinants of Customer Satisfaction and Repurchase Intention on Meesho: Evidence from Indian E-Commerce Consumers

The examines the determinants of customer satisfaction and repurchase intention on the Meesho platform in India. The source study is grounded in a quantitative survey of 107 Meesho users and focuses on price perception, product quality, delivery experience, refund and return efficiency, app usability, transparency, trust, and perceived risk as drivers of post-purchase evaluation. The evidence shows that Meesho has built a strong low-price image, but long-term customer retention depends more on consistency in product quality, delivery reliability, and overall purchase transparency. The source regression results indicate that transparency is the strongest positive determinant of purchase decision, while perceived risk also shows a statistically significant positive coefficient in the reported model. Customer satisfaction further demonstrates a strong positive relationship with repurchase intention (r = 0.79; β = 0.68), suggesting that loyalty in value-driven e-commerce is shaped by the total customer experience rather than price alone. The paper concludes that Meesho’s competitive advantage can be strengthened by improving service consistency, reducing uncertainty in transactions, and converting moderate satisfaction into repeat buying behaviour.