Advanced International Journal for Research

E-ISSN: 3048-7641   •   Impact Factor: 9.11

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Impact of B2C Platform Based E-Business Models on Customer Engagement with Reference to Zomato

Author(s) Ms. N.Dharani, Dr. T.V. Ambuli
Country India
Abstract The rapid advancement of digital technologies and widespread internet access have significantly transformed the way businesses interact with customers. Business to consumer (B2C) platform-based e-business models have become a predominant force in the digital economy, especially in service-oriented sectors such as food delivery. The primary objective of the study is to analyze the level of customer engagement among B2C Platform Zomato users. This paper analyzes how a platform-based e-business model factor shapes the customer engagement on B2C platform like Zomato. The study is Descriptive and analytical. A convenience sampling method was adopted. Primary data was obtained through a structured questionnaire, which has been collected from 250 respondents through Google forms, the questionnaire has been distributed to the respondents who had the habit of ordering food through B2C Platforms such as Zomato. The data were analyzed and the result has been interpreted using SPSS. The analysis used in this study is Descriptive statistics, Chi-square and ANOVA tests. The findings highlights that Chi-square test reveals a significant relationship betweenPlatform Trust and Security and Payment convenienceand ANOVA findings showed a significant difference between Customer Engagement and Service Quality and proves that Service Quality have a statistically significant impact on Customer Engagement in B2C platforms (Zomato). The study concludes that customer engagement in B2C platform-based e-business model is strongly influenced by service quality, trust, security and convenient digital features and improves customer experience and fosters long-term customer relationships.
Keywords Customer Engagement, B2C Platforms, e-business models, Payment convenience, Trust and security, Zomato.
Published In Volume 7, Issue 1, January-February 2026
Published On 2026-02-23
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E-ISSN 3048-7641
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