| Title: EXPLORING CUSTOMER CHURN IN INDIA’S QUICK-COMMERCE: A SHAP- BASED ANALYSIS |
| Author: Vikram Tihal and Dr. Jagat Naryan Giri |
| Abstract: This research examines how explainable machine learning (XAI) techniques can identify and measure churn risk factors in India’s quick-commerce delivery platforms. Unlike prior studies focused on prediction accuracy, this work emphasises interpretability to ease practical business interventions. Utilizing Blinkit’s operational data, which shows a 47.35% churn rate, the study employs an ensemble method integrating Random Forests, Gradient Boosting, and SHAP analysis to break down churn drivers. The method introduces the Quick-Commerce Customer Stability Index (QCCSI), a composite measure integrating delivery reliability metrics (35%), support interaction quality (25%), engagement frequency (20%), and account tenure dynamics (20%). Analysis of 15,000+ customer transaction sequences reveal that delivery consistency (coefficient: |
| Keywords: customer churn, interpretable machine learning, SHAP analysis, quick commerce, hyperlocal delivery, India |
| DOI: https://doi.org/10.38193/IJRCMS.2026.8141 |
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| Date of Publication: 11-02-2026 |
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| Published Vol & Issue: Volume 8 Issue 1 Jan-Feb 2026 |