Providing a Paradigmatic Model of Customer Value Propositions Based on Increasing Customer Loyalty in the Retail Industry

Document Type : Original Article

Authors

1 Ph.D. Candidate, Department of Business Management, Faculty of Management, Economics and Accounting, Ta.C., Islamic Azad University, Tabriz, Iran.

2 2Assistant Prof., Department of Business Management, Faculty of Humanities, Bon.C., Islamic Azad University, Bonab, Iran.

3 3Associate Prof., Department of Management, Faculty of Management, Economics and Accounting, Ta.C., Islamic Azad University, Tabriz, Iran.

10.48308/jbmp.2025.240364.1679

Abstract

This study presents a paradigmatic model of customer value propositions aimed at increasing customer loyalty in the retail industry. The research is applied in terms of its purpose and qualitative in terms of its methodology. It is designed using a grounded theory approach and retains an exploratory character.The study population consisted of experts and specialists from the retail chain industry in Tabriz, 16 of whom participated in in-depth, semi-structured interviews using purposive sampling and theoretical judgment. Accordingly, data collection was conducted in the field. To analyze the data, a qualitative approach based on the systematic procedures of Strauss and Corbin’s grounded theory was employed. To ensure the validity of the study, two techniques were used: member checking (revising the coding paradigm) and peer review (feedback from four marketing management professors), both contributing to the improvement of the conceptual model’s credibility. Reliability was assessed using the test-retest method. Within a short and specific time interval, several interviews were randomly selected, each coded twice, and the codes were compared for consistency. The interview data were analyzed using three coding stages: open, axial, and selective coding, based on Strauss and Corbin’s methodology.The resulting conceptual framework includes six main components: Causal) strategic versus operational, and perception versus proposition. Axial Phenomenon) conceptual labeling associated with the framework or design. Intervening) customer, company, co-creation, and context. Contextual) identifying competitive customer value propositions, service development, and resource allocation. Strategies) facilitating value creation, goal setting, and measurement of customer value propositions for competitive advantage. Consequences) outcomes related to gaining customer loyalty This  ramework provides a strong foundation for synergy between academic research and industry needs, effectively aligning with the expectations of target customers in managing customer value propositions.

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Main Subjects

References

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