An empirical study on the influence of store image on relationship quality and retailer brand equity

Based on a literature review,the study constructs a model that reflects the relationship between store image, relationship quality and retailer brand equity. The results from the empirical study show that store image has a direct positive impact on the dimensions of relationship quality. Thereinto, the six dimensions of store image positively impact customer satisfaction, but only service image, atmosphere image, convenience image and promotion image have a direct positive impact on customer trust. Meanwhile, customer satisfaction and customer trust have a direct positive impact on the dimensions of retailer brand equity. The above conclusions have important marketing implications for the retailers.