The purpose of this study was to explore the relationship of brand image on word-of-mouth, relationship quality and customer loyalty. The questionnaire survey were conducted for Chiayi restaurant customers. Survey data were analyzed from 411 valid questionnaires. Data analysis was used through narrative statistical analysis, correlation analysis, regression analysis. The findings as follows: brand image has a significant positive impact on word-of-mouth; brand image has a significant positive impact on relationship quality; brand image has also a significant positive impact on customer loyalty. Finally, based on the results of the analysis, this research provided some recommendations for consumers and stores, as well as recommendations for follow-up research for reference.