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

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 wa...

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Egile Nagusiak:	Sandra Castillo-Sotomayor, Nicholas Guimet-Cornejo, Manuel Luis Lodeiros-Zubiria
Formatua:	Artigo
Hizkuntza:	Inglês
Argitaratua:	MDPI AG 2023-01-01
Saila:	Data
Gaiak:	micro-segmentation brand loyalty customer satisfaction brand equity trust C2C
Sarrera elektronikoa:	https://www.mdpi.com/2306-5729/8/2/26
Etiketak:	Etiketa erantsi Etiketarik gabe, Izan zaitez lehena erregistro honi etiketa jartzen!