Research Process Assignment

ISA- I

Date: 04/08/2025
CUIN: 2302066
Class: TY B.COM (B)
Title: A Study on consumer satisfaction and loyalty.
Title: A Study on consumer satisfaction and loyalty towards Zomato food delivery
service in urban India

1.Research Problem:
Online food home delivery services are witnessing a strong traction, particularly in urban
India. Zomato is one of the best platforms but many times people move to other apps
even though they are satisfied. It demonstrates a hole in customer allegiance.” Zomato
needs to know what keeps its users around, as well as what makes them leave.

2. Research Gap:
i) The existing studies generally focus on platforms in combination with Zomato, such as
Swiggy; very less number of studies are Zomato specific.

ii) The majority of papers are about satisfaction and not even about how satisfaction
leads to loyalty or retention.

iii) The focus on youth user segment in Urban India which comprise a significant part of
Zomato’s user base.

3.Research Questions:
i) What are the determinants of Zomato customer satisfaction in urban India?

ii) To what extent does satisfaction impact customer loyalty towards Zomato?

iii) Is the retention heavily dependent on some other features like the time of delivery,
ease of app usage, and offer as well?

iv) Are there demographic variations in satisfaction and loyalty?

ii) To investigate the effects of satisfaction on loyalty

iii) To investigate the effects of app functionalities and promotional incentives on long-
term usage

iv) To propose suggestion to help Zomato to have improved retention especially amongst
the urban youth.
5.Literature Review

Sr. No Authors Year Title Objectives Methods / Samples / Period Key Findings References
Techniques Companies
1 Banerjee & Dey 2020 Customer To identify factors Quantitative 300 Zomato 2020 Delivery time, app Banerjee, S., &
Satisfaction in influencing survey, regression users (Kolkata) interface, food Dey, S. (2020).
Online Food satisfaction with quality, and Customer
Delivery Services: Zomato discounts are key satisfaction in
A Study on online food
Zomato delivery services:
A study on
Zomato. Journal
of Business
Management,
15(2), 34–41.
2 Bhattacharya, 2021 Factors To study how Path analysis, 500 users 2021 Loyalty depends Bhattacharya, M.,
Rajan & Saha Influencing satisfaction SEM (Zomato, Swiggy) on satisfaction, Rajan, R., & Saha,
Loyalty of Online impacts loyalty trust, service T. (2021). Factors
Food Delivery quality influencing loyalty
Customers in of online food
India delivery
customers in
India. Indian
Journal of
Marketing
Research, 10(1),
22–30.
3 Jain & Mehta 2022 Comparative To compare Survey with Likert 200 college 2022 Zomato performs Jain, P., & Mehta,
Study of customer scale students better in support; V. (2022).
Customer perception across Swiggy excels in Comparative
Perception toward platforms price offers study of customer
Swiggy and perception toward
Zomato Swiggy and
Zomato.
International
Journal of Retail
Management,
8(3), 45–53.
4 Sharma 2023 Impact of Service To assess which SERVQUAL 400 urban users 2023 Assurance and Sharma, R.
Quality on service quality model, correlation (Delhi NCR) responsiveness (2023). Impact of
Customer factors drive highly impact service quality on
Retention in Food retention retention customer
Delivery Apps retention in food
delivery apps.
Asian Journal of
Business Studies,
7(4), 15–25.
5 Varma & Kumar 2024 Sentimental To analyze Thematic & Online reviews of 2024 Found gaps Varma, H. D., &
Analysis of customer sentiment Zomato users between positive Senthil Kumar, S.
Customer Service sentiment on analysis of social vs negative (2024).
Delivery of service delivery media reviews experiences; Sentimental
Zomato Food App need for improved Analysis of
Using NVivo delivery & Customer Service
support Delivery of
Zomato Food App
Using Nvivo in
Retail Food
Chains.
Educational
Administration:
Theory and
Practice, 30(5),
2065–2072.