... standardized total effect Standardized direct effects Standardized indirect effects Please cite this article as: Lai F, et al., How quality, value, image, and satisfaction create loyalty at a Chinese ... perceived value plays both an important mediating role between service quality and loyalty and corporate image and loyalty Value actually has the Table Standardized effects Quality Image Value The ... quality has a significant, positive effect on perceived value Please cite this article as: Lai F, et al., How quality, value, image, and satisfaction create loyalty at a Chinese telecom, J Bus Res...