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An Empirical Research of the Relationship Between the Image of Platforms, Sellers, Products Under C2C and Customer Loyalty

In: Proceedings of 20th International Conference on Industrial Engineering and Engineering Management

Author

Listed:
  • Jun-feng Liao

    (South China University of Technology)

  • Pei-er Cai

    (South China University of Technology)

  • Hua-qiong Chen

    (South China University of Technology)

Abstract

The competition among sellers in C2C e-commerce is getting intenser. In a buyer’s market, the customer have an important impact on sellers’ survival and development. This study aims to explore and summarize the relationship among the image of C2C platforms, sellers, products and the satisfaction, emotion, loyalty of customers in C2C e-commerce. Besides, the study tries to find out the source of customer loyalty to sellers and the way to improve customer satisfaction and loyalty.

Suggested Citation

  • Jun-feng Liao & Pei-er Cai & Hua-qiong Chen, 2013. "An Empirical Research of the Relationship Between the Image of Platforms, Sellers, Products Under C2C and Customer Loyalty," Springer Books, in: Ershi Qi & Jiang Shen & Runliang Dou (ed.), Proceedings of 20th International Conference on Industrial Engineering and Engineering Management, edition 127, pages 133-142, Springer.
    • Handle: RePEc:spr:sprchp:978-3-642-40063-6_14
    DOI: 10.1007/978-3-642-40063-6_14
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