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.

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 was answered by a sample of 403 people. The results were edited, coded, transformed, and finally analysed with the software Smart- PLS 3.3.7. The results confirm that the reflective model shows good reliability and validity and that six of the seven were accepted. Furthermore, micro-segmentation mostly influences customer satisfaction, followed by brand equity and trust. On the other hand, the results confirm that, apparently, customer satisfaction does not impact brand loyalty, and micro-segmentation is the more significant construct in reaching brand loyalty in the C2C e-marketplaces. It is wo...