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

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