.... 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. Understanding customer-perceived benefits is important for organizations generally...

... Strategy Teamwork Contingency theory Nigerian banks Resource-based view theory Technological breakthroughs in recent times, especially in the areas of the internet and information and communications technology (ICT), as well as globalization, have reduced the world to a global village. Business...