C2C e-Marketplaces and How Their Micro-Segmentation Strategies Influence Their Customers

Sandra Castillo-Sotomayor, Nicholas Guimet-Cornejo and Manuel Luis Lodeiros-Zubiria ()
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Sandra Castillo-Sotomayor: Communications Faculty, Universidad Peruana de Ciencias Aplicadas (UPC), Lima 15023, Peru
Nicholas Guimet-Cornejo: Communications Faculty, Universidad Peruana de Ciencias Aplicadas (UPC), Lima 15023, Peru
Manuel Luis Lodeiros-Zubiria: Communications Faculty, Universidad Peruana de Ciencias Aplicadas (UPC), Lima 15023, Peru

Data, 2023, vol. 8, issue 2, 1-10

Abstract: The purpose of this study is to contribute to the literature, understanding how the micro-segmentation strategies developed by the C2C e-marketplaces influence customer satisfaction, brand loyalty, trust, and brand equity by proposing a PLS-SEM model with seven hypotheses. An online questionnaire was answered by a sample of 403 people. The results were edited, coded, transformed, and finally analysed with the software Smart- PLS 3.3.7. The results confirm that the reflective model shows good reliability and validity and that six of the seven were accepted. Furthermore, micro-segmentation mostly influences customer satisfaction, followed by brand equity and trust. On the other hand, the results confirm that, apparently, customer satisfaction does not impact brand loyalty, and micro-segmentation is the more significant construct in reaching brand loyalty in the C2C e-marketplaces. It is worth noting that this research contributes to knowledge about two issues unexplored by the academia, micro-segmentation and the C2C e-marketplaces.

Keywords: micro-segmentation; brand loyalty; customer satisfaction; brand equity; trust; C2C; e-Marketplace (search for similar items in EconPapers)
JEL-codes: C8 C80 C81 C82 C83 (search for similar items in EconPapers)
Date: 2023
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