Relationships among customer loyalty, customer satisfaction, corporate image and behavioural intention on social media for a corporation

Abstract

In this paper, how customer loyalty, customer satisfaction, corporate image and behavioural intention affect each other on social media and how to make the benefit maximisation for corporation are explored. We leverage natural language processing (NLP) techniques analysis emotion of comment and retweet in the text, and combined with the other attributes and behaviour of the Weibo users who interact with the corporate account to research the relationships on social media. The results show that customer image has a direct impact on customer satisfaction and has an indirect impact on customer loyalty. Customer loyalty is impacted by customer satisfaction and behaviour intention. The influence of customer image on behaviour intention and loyalty and the influence of customer satisfaction on behaviour intention are not very significant. As the results suggest, Shanghai Peace Hotel needs to more widely publicise their corporation, such as with celebrity endorsement (Lv et al., 2013).