MBA Dissertation | ECommerce | Relationship Marketing | Online | China Investigation into Customer Behaviour and Loyalty Activities in China’s C-2-C E-Commerce Market (2013) The increase in proliferation of technological innovations including the internet has transformed the entire business scenario in China. Businesses are slowly shifting from the offline traditional mode of business to present day’s online transaction and exchange of goods and services. In effect, online business transactions involving consumers, also known as consumer to consumer (C2C) ecommerce are also spontaneously increasing in China. This dissertation aims to establish an understanding on the behaviour patterns, loyalty and trust activities of online consumers within the C2C online business context. This research also aims to establish the effective relationship marketing strategies that can be adopted by online marketers in the C2C business to market their products. This research adopts intepretivism ...
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