A study on the influence of online-store image on customer satisfaction and loyalty

Online-store has become more and more popular in recent years. It has brought great benefits for the business. In the intense competitive environment, in order for an online-store to gain strength and competitive edge, it needs to possess a strong store image and to keep and satisfy its customers. In this paper, a model of relationship among online-store image, customer satisfaction and customer loyalty is formed and tested with a sample of 261 data points from China in the context of mobile data services. The results show that online-store image has a significant impact on customer satisfaction and customer loyalty, and customer satisfaction has strong mediation affection between online-store image and customer loyalty.