Role of <i>Q</i>-Commerce Instant Gratification on Customer Satisfaction : The Moderating Effect of Green Packaging

Authors

  •   Chandan A. Chavadi Dean and Professor, MBA Department, Presidency College, 33/2C & 33/2D, Kempa pura, Hebbal, Bengaluru - 560 024, Karnataka
  •   Shilpa S. Kokatnur Assistant Professor (Corresponding Author), Indian Institute of Plantation Management Bengaluru, Jnana Bharathi, Mallathahalli, Bengaluru - 560 056, Karnataka
  •   Monika Sirothiya Co-Founder and Research Analyst, Research Rescue Consultancy, Itarsi, Madhya Pradesh

DOI:

https://doi.org/10.17010/ijom/2024/v54/i8/174185

Keywords:

Q-commerce

, instant gratification, customer satisfaction, green packaging.

Paper Submission Date

, September 25, 2023, Paper sent back for Revision, April 1, 2024, Paper Acceptance Date, May 20, Paper Published Online, August 14, 2024

Abstract

Purpose : This research investigated the role of Q-commerce instant gratification on customer satisfaction, employing the stimulus-organism-behavior-consequence framework.

Methodology : We collected 428 survey responses from Indian consumers who had used the Q-commerce apps through purposive and stratified sampling. Subsequently, we employed structural equation modeling to analyze the data collected.

Findings : The results revealed that instant gratification had a positive influence on customer engagement, experience, and satisfaction. Additionally, customer satisfaction affected repurchase intention and word-of-mouth (WOM), and green packaging significantly moderated the association between customer satisfaction, WOM, and repurchase intention.

Practical Implications : The research outcomes may hold importance for Q-Commerce companies looking to enhance customer satisfaction through quick deliveries and sustainable packaging practices.

Originality : The research contributed by using the stimulus-organism-behavior consequences framework in an emerging field, contributing to the body of scholarly literature.

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Published

2024-08-14

How to Cite

Chavadi, C. A., Kokatnur, S. S., & Sirothiya, M. (2024). Role of <i>Q</i>-Commerce Instant Gratification on Customer Satisfaction : The Moderating Effect of Green Packaging. Indian Journal of Marketing, 54(8), 30–50. https://doi.org/10.17010/ijom/2024/v54/i8/174185

Issue

Volume 54, Issue 8, August 2024

Section

Articles
Crossref
Scopus
Google Scholar
Europe PMC

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