Abstract: The purpose of this study is to determine the e-satisfaction, e-trust, and e-loyalty of the participants, that will be used in proposing an electronic relationship marketing model was proposed based on the results of the study. The study utilized the descriptive-correlational methodologies. A total of 155 Chinese consumers that has experienced a transaction with C2C websites in the Philippines was computed using Slovin’s Formula served as the participants of the study. Snowball sampling was utilized. The results revealed that the participants were highly satisfied with the services of the C2C websites. Also, they feel important with all the aspect of e-trust and their level of e-loyalty has a positive rating on the behavioral component. The recency of C2C online transaction ranges from 2 to 4 weeks and approximately, a Chinese consumer bought more than 2 times a year. On the other hand, there is a high level of e-loyalty (near to becoming a very high level) as perceived by the participants. After a regression analysis of the correlated variables, only design and presentation, and accessibility are found out to be the only predictors of e-loyalty in consumer-to-consumer e-commerce.
Keywords: E-satisfaction, e-trust, e-loyalty and relationship marketing model.
Title: An Electronic Relationship Marketing Model for Consumer-To-Consumer E-Commerce
Author: Vincent C. Cortiñas
International Journal of Management and Commerce Innovations
ISSN 2348-7585 (Online)
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