Trust on the Move: A Theory-Building Case Study of Speed, App Design, and Customer Loyalty in Q-Commerce

Dr. M. Somasundaram , Ms. Vijitha V

doi:10.7492/hk8pd134

Authors

Dr. M. Somasundaram , Ms. Vijitha V Author

DOI:

https://doi.org/10.7492/hk8pd134

Keywords:

Q-commerce, customer loyalty, delivery speed, app usability, trust, communication

Abstract

This case study explores how delivery speed, app design, trust, and communication shape customer loyalty in India’s growing Q-Commerce sector. Using
qualitative data from fifteen user interviews, four delivery partner interviews and forty-five Google Play Store reviews, the study identifies six loyalty-driving
themes: Delivery Speed, App Design & Usability, Trust Building & Recovery, Customer Communication, Customer Behaviour, and Loyalty Drivers. The case
extends the Webreep (Coker, 2007) and Setiyono (2023) models by integrating emotional interactions and real-time service dynamics. It contributes a grounded
model of Q-commerce loyalty based on lived experience, and offers practical insights for managing customer trust, app experience, and delivery operations.