“Examining the Impact of Service Quality on Customer Satisfaction in Online Food Delivery: A SERVQUAL Study of Swiggy Users in Vijayawada, India”

Abstract

The exponential rise in online food delivery (OFD) services has redefined consumer dining experiences, particularly in rapidly urbanizing Indian cities. This study investigates the impact of service quality dimensions—tangibles, reliability, responsiveness, assurance, and empathy—on customer satisfaction and continued usage intention among Swiggy users in Vijayawada, India. Drawing on the SERVQUAL framework, a structured questionnaire was administered to 250 respondents, and data were analyzed using structural equation modeling (SEM). The findings reveal that all five service quality dimensions significantly and positively influence customer satisfaction, with reliability and assurance emerging as the most dominant predictors. Furthermore, customer satisfaction was found to significantly mediate the relationship between service quality and behavioral intention, suggesting that higher satisfaction levels translate into greater likelihood of continued usage. The study contributes to both theory and practice by extending the SERVQUAL model into a tier-II city context and providing actionable insights for OFD service providers aiming to enhance customer retention. The results underscore the importance of integrating both functional and emotional elements of service delivery in digital platforms to ensure long-term consumer engagement.