Bloemer and Ruyter (1997) imply tha

Bloemer and Ruyter (1997) imply that the effect of store image on loyalty corresponds to satisfaction with the store.
In other words, store image has an indirect effect on store loyalty through store satisfaction [10].

Peeters (1998) expressed that image does not have a direct positive
effect on loyalty. We also found no indirect effect of image through satisfaction.


In addition, we found that quality has a direct and an indirect impact on loyalty.
The indirect influence is via satisfaction.
This implies that image impacts satisfaction via quality.
Contrary to the previous research, there is no indirect effect between store image and customer loyalty, even through satisfaction. However, other factors, such as relationships with customers and social motives, have an indirect effect on customer loyalty, although these effects may have a lesser degree of importance [11].