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

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Listed:
  • 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)

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.

Suggested Citation

  • Sandra Castillo-Sotomayor & Nicholas Guimet-Cornejo & Manuel Luis Lodeiros-Zubiria, 2023. "C2C e-Marketplaces and How Their Micro-Segmentation Strategies Influence Their Customers," Data, MDPI, vol. 8(2), pages 1-10, January.
    • Handle: RePEc:gam:jdataj:v:8:y:2023:i:2:p:26-:d:1041472
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    References listed on IDEAS

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    1. Gruen, Thomas W. & Osmonbekov, Talai & Czaplewski, Andrew J., 2006. "eWOM: The impact of customer-to-customer online know-how exchange on customer value and loyalty," Journal of Business Research, Elsevier, vol. 59(4), pages 449-456, April.
    2. Barbara Carroll & Aaron Ahuvia, 2006. "Some antecedents and outcomes of brand love," Marketing Letters, Springer, vol. 17(2), pages 79-89, April.
    3. Brady, Michael K. & Cronin, J. Joseph & Fox, Gavin L. & Roehm, Michelle L., 2008. "Strategies to offset performance failures: The role of brand equity," Journal of Retailing, Elsevier, vol. 84(2), pages 151-164.
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