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This study was to investigate the relationship between service quality and customer satisfaction in the formation of Store loyalty and roles of mediators in the Western Style restaurant industry.According to the result of the research by famous foreign family chain restaurants (Anderassen & Lanseng(1997), Bloemor & Polesz(1998), Tepeci(1999)), restaurant image affects restaurant loyalty positively. However, the study suggests that it is more important to make an effort for service value and customer satisfaction because restaurant loyalty influences more those than restaurant image.As of today customer's way of thinking is getting improved, I think that various researches and marketing strategy should be used adjusting the focus of service value and customer satisfaction which are based on the formation of restaurant image.For the purpose of this study, the author developed a structural model which consists of several variables.
