A STUDY ON CONSUMER PERCEPTION TOWARDS FLIPKART SERVICE QUALITY IN INDIA

Abstract

The rapid growth of e-commerce in India has positioned Flipkart as one of the dominant online retail platforms, serving millions of consumers across urban and semi-urban markets. This paper investigates consumer perception towards Flipkart’s service quality using the SERVQUAL framework, encompassing five dimensions: reliability, responsiveness, assurance, empathy, and tangibility. Primary data was collected through a structured questionnaire administered to 120 respondents across diverse age groups, income levels, and shopping frequencies. Secondary data was drawn from academic literature, industry reports, and company publications. Findings reveal that consumers rate Flipkart highly on product variety and website usability but express concerns regarding post-purchase service, return processing speed, and delivery consistency in tier-2 cities. The study identifies significant perception gaps between expected and perceived service quality and recommends targeted improvements in last-mile delivery, customer grievance redressal, and personalized communication. The paper contributes to the growing body of e-commerce service quality literature in the Indian context.