.... 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. Innovation Contingency theory Consumer loyalty Relationship benefits Retail...

..., 2008). Overall, drawing on the principles of contingency theory, strategic management scholars have argued that the effectiveness of strategy typologies depends on a multiplicity of factors such as organizational resources and capabilities (Basu and Gupta, 2013 ; Desarbo et al., 2005...