Purpose: The aim of this study is to examine the relationship between the determinants of student loyalty, i.e. service quality, e-service quality and university image in open and distance learning (ODL) based on the theory of reasoned action, in more systematic approach. This study also examines university's image role as a mediator on the relationship between service quality and e-service quality towards student loyalty. Design/methodology/approach: This paper develops an integrative conceptual framework along with propositions by integrating comprehensive literature, in the field of service quality, e-service quality, university image and student loyalty. Through the review of detail literature and based theory of reasoned action (TRA), it is proposed that service quality, e-service quality and university image would be meaningful attributes towards student loyalty. In addition, it is also contended that university image would mediate the relationship between service quality and e-service quality towards students' loyalty. Findings: This paper provides an integrative conceptual framework on service quality, e-service quality, university image and students loyalty in open and distance learning (ODL) context. Originality/value: None of the models presented in the literature explore the mediation of university image on the relationship between service quality and e-service quality towards student loyalty as the most recent research on the subject envisages.