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

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  • Haixia Lv
  • Guang Yu
  • Gang Wu

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).

Suggested Citation

  • Haixia Lv & Guang Yu & Gang Wu, 2018. "Relationships among customer loyalty, customer satisfaction, corporate image and behavioural intention on social media for a corporation," International Journal of Information Technology and Management, Inderscience Enterprises Ltd, vol. 17(3), pages 170-183.
    • Handle: RePEc:ids:ijitma:v:17:y:2018:i:3:p:170-183
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    Cited by:

    1. Ray, Arghya & Bala, Pradip Kumar & Chakraborty, Shibashish & Dasgupta, Shilpee A., 2021. "Exploring the impact of different factors on brand equity and intention to take up online courses from e-Learning platforms," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).

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