Consumer Satisfaction and Perceived Service Quality of Leading E-Commerce Platforms in India: A Comparative Study of Amazon and Flipkart

In India's rapidly evolving e-commerce landscape, consumer satisfaction and service quality have emerged as vital determinants of platform success. Amazon and Flipkart, as India's leading e-commerce platforms, continuously strive to enhance customer experiences through technological innovation and superior service delivery. This study analyzes and compares the perceived service quality and consumer satisfaction levels of users on both platforms. Employing a descriptive-comparative research design, primary data were collected from 51 respondents using a structured questionnaire based on the SERVQUAL model, assessing five dimensions: tangibles, reliability, responsiveness, assurance, and empathy, measured via a five-point Likert scale. Findings reveal that Amazon performs marginally better in reliability, assurance, and responsiveness, particularly in order accuracy and customer support. Flipkart demonstrates competitive strength in pricing, promotional offers, and product variety. Both platforms exhibit high levels of consumer trust and satisfaction; however, Amazon's service delivery is perceived as more consistent. The study concludes that continuous improvement in responsiveness, personalized engagement, and post-sale support can further strengthen consumer loyalty on both platforms.