Impact of Website Quality and User Satisfaction on Consumer Loyalty in Lithuanian C2C E-Commerce Platforms

Ūsas Antanas (), Jasinskas Edmundas () and Štreimikienė Dalia ()
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Ūsas Antanas: Lithuanian Sports University, Kaunas, Lithuania Vilnius University, Kaunas Faculty, Kaunas, Lithuania
Jasinskas Edmundas: Lithuanian Sports University, Kaunas, Lithuania Vilnius University, Kaunas Faculty, Lithuania
Štreimikienė Dalia: Lithuanian Sports University, Kaunas, Lithuania

Management & Marketing, 2024, vol. 19, issue 4, 710-724

Abstract: This study was commenced to understand the effect of consumer satisfaction and website quality on loyalty in the Consumer to Consumer (C2C) E-Commerce business. This study used a survey method with the questionnaire as an instrument to gather the data required. As many as 400 respondents participated in this study, whereas all data was collected from those living in Lithuania and have used this website before. All data was then further processed and analysed using SPSS software. Descriptive statistics and regression analyses was used to determine website quality and satisfaction impact for consumer loyalty. After analysing all the gathered data, it can be concluded that website quality, and satisfaction positively affect customer loyalty in the C2C e-commerce business.

Keywords: website quality; consumer loyalty; satisfaction; C2C E-commerce platforms (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:vrs:manmar:v:19:y:2024:i:4:p:710-724:n:1007

DOI: 10.2478/mmcks-2024-0032

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