Empirical Study on the Relationship of Retail Brand Image, Customer Satisfaction and Customer Loyalty: Evidence from Chinese Mainland

A retail store image represents the consumer's perception and associations to the retail store, which is formed by the consumer's long term actual shopping experience or word-of-mouth of their friends and family. The retail store image has a very complicated formation process, and will greatly affect its consumers' purchase behavior once this image is formed. Based on a questionnaire survey, this paper attempts to take Chinese mainland retail enterprises as an example to explore the relationship between a retail store image, customer satisfaction and customer loyalty. The study has found that there was a significantly positive correlation between them, and customer satisfaction played a mediator role between the retail store image and its customer loyalty.