Purpose

Research suggests that innovation plays a key role in creating a competitive edge and business survival in highly competitive industries like retail. Despite the importance of innovation in retail establishments, very limited efforts have been made so far to study how innovation influences consumer behavior in retail establishments. This paper aims to identify the impact of relationship benefits (i.e. confidence, social and special treatment benefits) on consumer’s loyalty with the retail store and examine the moderating effect of retailer innovation in these relationships.

Design/methodology/approach

To conduct this study, a sample comprised of 400 consumers of four retail sectors (i.e. household, electronics, textile and food) was chosen. The data were analyzed through partial least squares structural equation modeling (PLS-SEM) technique.

Findings

The findings of this research suggest a significant positive influence of confidence and special treatment benefits on consumer loyalty and that retail innovation moderates the link between relationship benefits and consumer loyalty.

Originality/value

This research contributes to the existing literature in the domain of retail customer loyalty by empirically testing the under-studied phenomenon of retail innovation with the help of contingency theory.

中文翻译：

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通过关系利益获取顾客的店铺忠诚度：零售创新的调节作用

目的

研究表明，在零售等竞争激烈的行业中，创新在创造竞争优势和企业生存方面发挥着关键作用。尽管零售机构的创新很重要，但迄今为止，研究创新如何影响零售机构的消费者行为的努力非常有限。本文旨在确定关系利益（即信心、社会和特殊待遇利益）对消费者对零售店忠诚度的影响，并检验零售商创新在这些关系中的调节作用。

设计/方法/方法

为了进行这项研究，我们选择了一个由四个零售部门（即家庭、电子、纺织和食品）的 400 名消费者组成的样本。通过偏最小二乘结构方程模型（PLS-SEM）技术分析数据。

发现

这项研究的结果表明，信心和特殊待遇对消费者忠诚度有显着的积极影响，零售创新调节了关系利益和消费者忠诚度之间的联系。

原创性/价值

本研究借助权变理论对零售创新的研究不足现象进行实证检验，从而为零售客户忠诚度领域的现有文献做出贡献。