Abstract
In order to specifically address the issue of customer retention in online marketplaces, and drawing from prior related work, we propose service quality, business value and customer loyalty as a three-stage service transformation that extends the impact of reputation to customer loyalty to retain customers. In an attempt to provide an integrated model to understand customers' online repurchase behaviour in C2C markets, the research questions that guide this study are: (1) Does the three-stage service transformation have an impact on customers' online repurchase intention? (2) Does the integrated model apply universally, given the context of cultural diversity? This study is conducted using auction websites in New Zealand and Taiwan to address potential cultural differences in the motivation of sellers, website design, product type, seller-buyer relationship and business strategies. An additional question of interest that we study is whether the medium used for data collection (paper versus online survey) has any affect on the parameters of the integrated model.
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