A Study on Customer Loyalty towards Online Delivery Platforms among Youth in Chennai

Author

Vishal Cruz A, Dr. G.H. Kerinab Beenu


Abstract

 This study examines the factors influencing customer loyalty towards online delivery platforms among youth in Chennai City, with attention to platform preference, delivery speed and reliability, and customer satisfaction. A descriptive research design was adopted and primary data were collected through a structured questionnaire administered via Google Forms. Using convenience sampling, 60 valid responses were obtained from young users aged 18–25 years, and opinion statements were measured on a five-point Likert scale. Percentage analysis, descriptive statistics, Pearson correlation, chi-square test and regression analysis were applied. Respondents held positive perceptions: 81.7% were satisfied with the services of their preferred platform and 76.7% intended to continue using it. Regular use of the preferred platform was strongly and positively correlated with the intention to recommend it (r = 0.614, p < 0.001). Gender was not significantly associated with the influence of fast delivery on platform choice (χ² = 1.20, df = 3, p = 0.752). Customer satisfaction significantly predicted the intention to continue using the platform, a measure of loyalty (β = 0.50, p < 0.001), and explained 25% of its variance (R² = 0.25, F(1, 58) = 19.49, p < 0.001). The study recommends faster and more reliable delivery, prompt complaint resolution, accurate delivery tracking, rewards for repeat customers and continuous monitoring of customer satisfaction.



Keywords

Customer loyalty, online delivery platforms, customer satisfaction, delivery reliability, youth, Chennai



Full Text:

Download Paper PDF


References


  • Anderson, R. E., & Srinivasan, S. S. (2003). E-satisfaction and e-loyalty: A contingency framework. Psychology & Marketing, 20(2), 123–138.
  • Dick, A. S., & Basu, K. (1994). Customer loyalty: Toward an integrated conceptual framework. Journal of the Academy of Marketing Science, 22(2), 99–113.
  • Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson Education.
  • Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1), 12–40.
  • Parasuraman, A., Zeithaml, V. A., & Malhotra, A. (2005). E-S-QUAL: A multiple-item scale for assessing electronic service quality. Journal of Service Research, 7(3), 213–233.
  • Ribbink, D., van Riel, A. C. R., Liljander, V., & Streukens, S. (2004). Comfort your online customer: Quality, trust and loyalty on the Internet. Managing Service Quality, 14(6), 446–456.
  • Rita, P., Oliveira, T., & Farisa, A. (2019). The impact of e-service quality and customer satisfaction on customer behavior in online shopping. Heliyon, 5(10), e02690.
  • Srinivasan, S. S., Anderson, R., & Ponnavolu, K. (2002). Customer loyalty in e-commerce: An exploration of its antecedents and consequences. Journal of Retailing, 78(1), 41–50.

Share your valuable work from Social Media Buttons