从上世纪九十年代初期开始，我国大型百货商场得到了长足的发展。然而其发展经历确实曲折的。因对市场没有充分了解，盲目扩张以及新兴业态的冲击等原因，使得大型百货商场一度陷入低谷。经过一轮行业内部淘汰整合后，生存下来的百货商场，在外资商场的大量涌入及网络商店的急速发展等新的市场情况，面对更加激烈的竞争，寻找出达成顾客满意和顾客忠诚的因素，成为本文研究的主要问题。本文对商店形象概念的发展及对其构成要素的研究进行了回顾和总结，筛选出适用于大型百货商场的七个属性。对七个属性分别对顾客满意及顾客忠诚的影响作用，以及商店形象、顾客满意、顾客忠诚三个变量间的影响路径进行了分析。研究以网络问卷的形式，主要对年轻女性消费者进行调查，通过对242份有效样本的数据分析，对研究构思进行验证，得到以下结论：（1）大型百货商场的商店形象由四个维度构成，包括服务水平、购物环境、便利设施、商品及价格。（2）商店形象的四个维度中，服务水平、购物环境和便利设施对顾客满意有显著的正相关关系。其中，购物环境对顾客满意的影响最大。（3）商店形象的四个维度中，服务水平和便利设施对顾客忠诚有显著的正相关关系。其中，服务水平对顾客忠诚的影响高于便利设施。（4）顾客满意对顾客忠诚有显著的正向影响。顾客满意度越高，则顾客忠诚度越高。（5）顾客满意对便利设施与顾客忠诚起完全中介作用，对服务水平与顾客忠诚起部分中介作用。

From the early nineties of last century, Department Stores have seen significant development in China. However, its development has been through a long and tortuous process. Due to bad impact of the blind expansion without fully understanding of the market and competition from new retail formats, Department Stores have low point in their development. After a round of consolidation within the industry, those survived department stores now facing new market conditions, competition from foreign-funded shopping malls and rapid development of online stores. As a result, to investigate customer behavior of Department Store and to find out the way to build advantage from others becomes a main problem in this study.After the review and summarize of the development of the concept and perspective of store image, I select sever perspectives into the questionnaire. To find out how store image affect customer satisfaction and customer loyalty, I investigated customers on the internet and collected 242 questionnaires. The main conclusion is showed as follows: (1) The store image of large Department Store is consists of service, shopping environment, convenient facilities, and merchandise and price. (2) Three perspectives of store image, service, shopping environment and convenient facilities, have significant effects on customer satisfaction. Among them, the shopping environment has greatest impact on customer satisfaction. (3) Two perspectives of store image, service and convenient facilities, have significant effects on customer loyalty. Among them, the service has more impacts on customer loyalty than convenient facilities. (4) Customer satisfaction has positive effects on customer loyalty. The stronger satisfaction customers have, the higher loyalty they will have to the Department Store. (5) Customer satisfaction is a full mediator between convenient facilities and customer loyalty, and has partial mediator effects between service and customer loyalty.