On the relationship between store image, store satisfaction and store loyalty

In this article the relationship between store image, store satisfaction and store loyalty is examined. A distinction is made between true store loyalty and spurious store loyalty and manifest and latent satisfaction with the store. We hypothesise that the positive relationship between manifest store satisfaction and store loyalty is stronger than the positive relationship between latent store satisfaction and store loyalty. Furthermore, we hypothesise a direct as well as an indirect effect through satisfaction of store image on store loyalty. Second, the relationship between store image and store loyalty is mediated by store satisfaction. We do not find evidence for a direct effect of store image on store loyalty.