TY - GEN
T1 - The Relation of Micro-segmentation, Customer Experience, Customer Satisfaction and Its Effect on Brand Trust in C2C E-Marketplaces
AU - Castillo-Sotomayor, Sandra
AU - Guimet-Cornejo, Nicholas
AU - Lodeiros-Zubiria, Manuel Luis
N1 - Publisher Copyright:
© 2023, The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd.
PY - 2023
Y1 - 2023
N2 - The objective of this study is to understand the effects of micro-segmentation, customer experience and customer satisfaction on overall brand trust. Moreover, the main contributions of this study are based on the evaluation of these variables within the consumer-to-consumer (C2C) dynamic. The research was performed on a sample of people that actively purchase via C2C e-marketplaces, and the results of the survey were examined by the PLS-SEM analysis. It was identified a positive effect of micro-segmentation toward customer experience, also it proved that a correct customer experience leads to customer satisfaction and lastly, brand trust is achieved by the positive effect from customer experience and satisfaction. The analysis has supported most of the hypothesized relationships.
AB - The objective of this study is to understand the effects of micro-segmentation, customer experience and customer satisfaction on overall brand trust. Moreover, the main contributions of this study are based on the evaluation of these variables within the consumer-to-consumer (C2C) dynamic. The research was performed on a sample of people that actively purchase via C2C e-marketplaces, and the results of the survey were examined by the PLS-SEM analysis. It was identified a positive effect of micro-segmentation toward customer experience, also it proved that a correct customer experience leads to customer satisfaction and lastly, brand trust is achieved by the positive effect from customer experience and satisfaction. The analysis has supported most of the hypothesized relationships.
KW - Brand loyalty
KW - C2C
KW - Customer experience
KW - E-Marketplaces
KW - Micro-segmentation
UR - https://www.scopus.com/pages/publications/85144224050
U2 - 10.1007/978-981-19-6347-6_18
DO - 10.1007/978-981-19-6347-6_18
M3 - Contribución a la conferencia
AN - SCOPUS:85144224050
SN - 9789811963469
T3 - Smart Innovation, Systems and Technologies
SP - 201
EP - 211
BT - Communication and Applied Technologies - Proceedings of ICOMTA 2022
A2 - López-López, Paulo Carlos
A2 - Torres-Toukoumidis, Ángel
A2 - De-Santis, Andrea
A2 - Avilés, Óscar
A2 - Barredo, Daniel
PB - Springer Science and Business Media Deutschland GmbH
T2 - International Conference on Communication and Applied Technologies, ICOMTA 2022
Y2 - 7 September 2022 through 9 September 2022
ER -