Assessing the impact of marketplace business communications on customer loyalty and the likelihood of repeat purchases

Electronic trading platforms are developing at a significant pace today, forming consumers' perception of marketplaces as a more convenient, cost-effective and rational shopping channel compared to online stores. This perception is due to the possibility of comparing the offers of different sellers in a single environment, which reduces transaction costs and increases the efficiency of consumer choice. One of the key factors for the successful functioning of marketplaces is consumer loyalty to the platform, formed through systemic business communications that ensure transparency of interaction. In this regard, an important task is to identify the mechanisms of transformation of business communications into sustainable loyalty and preference for a specific platform in conditions of high competition in the e-commerce market. The impact of various forms of business communications with consumers on the level of their loyalty, measured through the probability of making a repeat purchase, is assessed. The results of an expert survey are used as an empirical basis. The methods of descriptive statistics and regression analysis are used. Logistic regression is used to study the impact of business communications of marketplaces on consumer loyalty. The dependent variable was the probability of making a second purchase, the independent variables reflected the intensity and quality of interaction through relevant communication channels – information, service, operational and marketing, integrated at various stages of interaction with customers. The results of the regression analysis showed the statistical significance of the model and confirmed the influence of certain categories of business communications on the likelihood of repeat purchase, which allowed us to conclude that the quality of interaction with consumers plays a significant role in shaping their long-term loyalty.