Exploring Relationship between Retail Innovativeness, Customer Value and Customer Loyalty

Trends are changing in retail sector in Pakistan retailers create new or make innovation in existing products and services to attract new customers and existing customers. Retail innovation is a key of success now a day’s, customer wants creativity and innovation not only in product development but also in services, promotional techniques and in environment or store atmosphere. The aim of this study is to identifying the relationship between retail innovativeness, customer values and customer loyalty, identify how customers perceive innovativeness of retailers and mediating role of consumer values, perceived retail innovativeness enhance consumer loyalty through customer values and faced some challenges hindering’s retail innovativeness. It is a consumer-based study. Data would be collected for study from 225 customers of the retail stores from 3 main cities of Pakistan, which will be select with convenience sampling technique and analysis will done under statistical techniques.