Shahid Beheshti University Journal of Business Management Perspective 2251-6050 24 61 2025 03 21 Providing a Paradigmatic Model of Customer Value Propositions Based on Increasing Customer Loyalty in the Retail Industry Providing a Paradigmatic Model of Customer Value Propositions Based on Increasing Customer Loyalty in the Retail Industry 96 122 106166 10.48308/jbmp.2025.240364.1679 FA Saber Salehpour Department of Business Management, Faculty of Management, Economics and Accounting, Ta.C., Islamic Azad University, Tabriz, Iran. 0009-0000-3854-3826 Hossein Emari Department of Business Management, Faculty of Humanities, Bon.C., Islamic Azad University, Bonab, Iran. 0000-0002-2005-0326 Alireza Bafandeh Zendeh Department of Management, Faculty of Management, Economics and Accounting, Ta.C., Islamic Azad University, Tabriz, Iran. 0000-0002-7687-6055 Journal Article 2025 06 10 <strong>Objectives: </strong>This study presents a paradigmatic model of customer value propositions aimed at increasing customer loyalty in the retail industry. It seeks to explore how retail chains can design and implement value propositions that effectively align with customer expectations and foster long-term loyalty.<br /><strong>Methods: </strong>The research is applied in purpose and qualitative in methodology, adopting a grounded theory approach. Data were collected through in-depth, semi-structured interviews with 16 experts and specialists from the retail chain industry in Tabriz, selected via purposive sampling. Analysis followed Strauss and Corbin’s grounded theory procedures, including open, axial, and selective coding. Validity and credibility were ensured through member checking and peer review, while reliability was assessed via test-retest coding of randomly selected interviews.<br /><strong>Results: </strong>The analysis resulted in a conceptual framework comprising six interrelated components, encompassing causal factors (strategic versus operational, perception versus proposition), central phenomena, intervening factors (customer, company, co-creation, and context), contextual elements (competitive customer value propositions, service development, resource allocation), strategic approaches (value creation, goal setting, performance measurement), and consequences related to customer loyalty. The framework highlights how companies can design and manage customer value propositions to foster loyalty while aligning academic insights with industry practices.<br /><strong>Conclusion:</strong> The proposed model offers a practical foundation for integrating customer value management into retail strategy, supporting both theoretical advancement and industry application, and providing actionable insights to enhance customer loyalty. <strong>Objectives: </strong>This study presents a paradigmatic model of customer value propositions aimed at increasing customer loyalty in the retail industry. It seeks to explore how retail chains can design and implement value propositions that effectively align with customer expectations and foster long-term loyalty.<br /><strong>Methods: </strong>The research is applied in purpose and qualitative in methodology, adopting a grounded theory approach. Data were collected through in-depth, semi-structured interviews with 16 experts and specialists from the retail chain industry in Tabriz, selected via purposive sampling. Analysis followed Strauss and Corbin’s grounded theory procedures, including open, axial, and selective coding. Validity and credibility were ensured through member checking and peer review, while reliability was assessed via test-retest coding of randomly selected interviews.<br /><strong>Results: </strong>The analysis resulted in a conceptual framework comprising six interrelated components, encompassing causal factors (strategic versus operational, perception versus proposition), central phenomena, intervening factors (customer, company, co-creation, and context), contextual elements (competitive customer value propositions, service development, resource allocation), strategic approaches (value creation, goal setting, performance measurement), and consequences related to customer loyalty. The framework highlights how companies can design and manage customer value propositions to foster loyalty while aligning academic insights with industry practices.<br /><strong>Conclusion:</strong> The proposed model offers a practical foundation for integrating customer value management into retail strategy, supporting both theoretical advancement and industry application, and providing actionable insights to enhance customer loyalty. https://jbmp.sbu.ac.ir/article_106166_d85fb9a3aa96da2567ce989d2cf30ae9.pdf