The purposes of this quantitative study are to identify the relationship between service quality
and customer loyalty and to test the moderating role of brand equity and the mediating role of
marketing mix strategy on this relationship. The population in this research was selected as
customers from four retail chain stores in Taiwan, resulting in 200 individual surveys for
analysis. The results indicated brand equity, service quality, and marketing mix strategy have
significant and positive relationship on customer loyalty. The results also supported the
hypotheses that brand equity moderated the relationship between service quality and customer
loyalty, and marketing mix strategy presented partial mediating effect on the relationship
between service quality and customer loyalty through path analysis. Finally, this research
generated the recommendations for corporate operations and suggested future scholar studies.