E-commerce Platforms from a Customer Perspective

Abstract: The purpose of this thesis is to investigate the relationship between customer perceived value (CPV), customer satisfaction (CS), and customer loyalty (CL) in the e-commerce platform industry. The objective is to first derive a theoretical framework about these marketing constructs from academic literature and later test its hypotheses in the e-commerce platform context. This research hypothesizes (I) a positive impact of CPV on CS, (II) of CS on CL, and (III) a mediating role of CS in the relationship between CPV and CL.