DOI: 10.36347/sjebm.2016.v03i09.012

Pages: 517-519

Store image is an important factor affecting customers to buy; but store can provide such as return and change goods reverse logistics services which to increase customer loyalty. The aims of this study is explore the relationships between store image to both attitude and behavior loyalty, respectively, and understanding the reverse logistic service whether play a moderator between store image and attitude loyalty and behavior loyalty. Research results found that the store image had positively and significantly effect on the attitude loyalty and behavior loyalty, respectively; the attitude loyalty also had .a positively and significantly effect on the behavior loyalty. For the reverse logistic service effects, it can increase consumers’ purchase intention.