本文在综合分析已有服务忠诚研究思想的基础上,以考察服务企业形象对顾客满意与服务忠诚影响的视角,研究服务忠诚的影响机制。通过对餐饮业的实证研究发现,服务企业形象直接而显著地影响服务忠诚,且内部形象的影响大于外部形象的影响;顾客满意对服务忠诚的影响程度和显著性均大于企业形象;在企业形象对服务忠诚的影响关系中,顾客满意具有中介作用。文章最后得出了若干提升我国服务业顾客忠诚的管理启示。 Based on a comprehensive analysis of existing research ideas of service loyalty, this paper studies the influence mechanism of service loyalty through examining the impact of service enterprise image on customer satisfaction and service loyalty. Through the empirical research on the restaurant industry, it is found that the service enterprise image directly and significantly affects the service loyalty, and the influence of the internal image is greater than that of the external image. The influence and significance of customer satisfaction on the service loyalty are greater than the image of the enterprise. Impact on service loyalty, customer satisfaction has an intermediary role. Finally, the article draws a number of management enlightenment to enhance customer loyalty in the service industry.