Abstract
The expansion of India’s digital service ecosystem has intensified competition among online delivery platforms, encouraging firms to adopt strategic acquisitions to enhance customer value and operational efficiency. This study presents a customer-centric analysis of Zomato’s acquisition of Blinkit and examines its impact on customer experience, satisfaction, loyalty, and overall service perception in the Indian quick commerce sector. The research follows a mixed-method approach, integrating primary data collected from 150 active users of food and grocery delivery platforms with secondary data obtained from company reports, industry publications, and academic literature. Statistical tools such as percentage analysis, regression analysis, and reliability testing were employed to assess post-acquisition customer perceptions and behavioral changes. The findings indicate that the acquisition has positively influenced customer satisfaction, service convenience, and cross-platform usage. However, moderate concerns related to trust and service consistency persist, emphasizing the need for continuous customer-focused integration strategies. The study highlights the importance of incorporating customer experience as a key success metric in evaluating strategic acquisitions within digital service industries.
Keywords
Customer-Centric Analysis, Strategic Acquisition, Quick Commerce, Zomato, Blinkit, Customer Experience
Citations
IRE Journals:
Vemuri Vijay "A Study on Customer-Centric Analysis of Zomato’s Acquisition of Blinkit" Iconic Research And Engineering Journals Volume 9 Issue 8 2026 Page 118-120 https://doi.org/10.64388/IREV9I8-1714070
IEEE:
Vemuri Vijay
"A Study on Customer-Centric Analysis of Zomato’s Acquisition of Blinkit" Iconic Research And Engineering Journals, 9(8) https://doi.org/10.64388/IREV9I8-1714070
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