Factors Influencing Customer Loyalty in Online Customer to Customer C2c Platform

Abstract

newline The importance of online shopping is increasing now a days. People prefer newlineto buy more products online. Covid-19 pandemic played a role in newlineenhancing the use of online market places during its peak times. During newlinethis time period, people started using more and more websites for online newlineshopping. The usage of Customer to Customer(C2C) platforms were also newlineon increase. Better and more aesthetic features provided by the Customer newlineto Customer(C2C) platforms increased the number of users considerably. newlineData from 750 sample respondents show that factors such as Website newlineQuality, Perceived Effectiveness of E-Commerce Institutional newlineMechanisms (PEEIM), and Customer Engagement have great influence on newlinecustomers and play an important role in Online Customer Loyalty. newlineA website is the first touch point of all the customers who are buying newlineproducts online. Online customers are convinced to buy the product, not newlinebecause of the sales persons, unlike offline stores. They are purely newlineattracted because of the various factors which engage them online and newlinemake them buy the products. newlineThis study focuses on the factors which are associated with the websites of newlinethe online Customer to Customer (C2C) platforms, customers are attracted newlinetowards the institutional mechanisms leading to better customer newlineengagement and increasing loyalty towards the online platforms, which newlinemake them to use the same market place again and again.