Evaluating M-SERVQUAL Dimensions for Enhancing Customer Engagement in Indian Quick Commerce Apps

Abstract

The emergence of quick commerce apps in India has transformed consumer purchasing behaviors, emphasizing the need for superior service quality to maintain customer engagement. Mobile app service quality refers to the overall user perception of an app's performance, including aspects like reliability, performance, ease of use, security, and the value of the content or services it provides. This study collects data through structured surveys with a target sample size of 603 respondents which ensuring a diverse representation of consumer opinions. The primary tool for this study was a questionnaire designed using a five-point Likert scale to measure respondents’ perceptions and attitudes. This study applied SPSS, PLS-SEM through SmartPLS4 for data analysis. This approach allows a thorough assessment of both the measurement and structural models, which provide more reliable and precise estimates. These findings aim to provide actionable insights for improving Q-commerce service quality, thereby fostering stronger customer engagement and long-term business growth in this competitive sector.