This study collected 993 Web questionnaires and applied relationship marketing perspective to examine the relationship among corporate image, service quality, relationship quality and loyalty. Finding revealed that the commonly perceived dimensions of corporate image and service quality could not apply to the online game industry. Service quality could better predict relationship quality than could corporate image. The predictivity of the three dimensions of relationship quality for loyalty was in the order of satisfaction, commitment, and trust. Relationship quality partially mediated the influence of corporate image and service quality on loyalty.