Micro-segmentation in C2C e-Marketplaces
Description
The data contains information about six variables. Micro-segmentation, customer satisfaction (CS), brand loyalty (BL), trust (TR) and brand equity (BE). The data was used to evaluate how the micro-segmentation strategies developed by C2C e-marketplaces positively influences on customer satisfaction, brand loyalty, trust and brand equity.
Files
Steps to reproduce
The data was collected using an online questionnaire. Moreover, the data was cured and coded. The scales used were evaluated using the Likert scale from 1 to 5. Nineteen items were used to measure the six constructs. Those items were coded using the variable abbreviation and a correlative number. As an example, the first item to evaluate customer satisfaction was coded as CS1. Finally, the data file was saved as .csv and analysed using the software Smart-PLS, version 3.8