Service Business

, Volume 13, Issue 1, pp 199–224 | Cite as

From retail innovation and image to loyalty: moderating effects of product type

  • Beatriz Moliner-VelázquezEmail author
  • Maria Fuentes-Blasco
  • David Servera-Francés
  • Irene Gil-Saura
Empirical article


This study aims to analyse value–satisfaction–loyalty relationships in retailing by examining the contribution of image and innovation and understanding value as a multidimensional construct. Furthermore, to identify possible differences in these relationships the moderating effect of the type of product marketed in the store is examined. On a sample of 820 customers from four types of stores, SEM methodology and multigroup analysis were applied. The results confirm that image has more influence than innovation on the dimensions of value and that entertainment and excellence are the main antecedents of satisfaction. Some relationships have also been found in which the type of product marketed in the store has a moderating effect.


Image Innovation Value Satisfaction Loyalty Retailing 



This research has received financial support from the Spanish Ministry of Economy and Competitiveness (Project reference: ECO2016-76553-R).


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Authors and Affiliations

  1. 1.Market Research Department, Faculty of EconomyUniversity of ValenciaValenciaSpain
  2. 2.Department of Management and Marketing, Faculty of BusinessPablo de Olavide UniversitySevilleSpain
  3. 3.Economy, Management and Marketing Department, Faculty of Economy and BusinessCatholic University of ValenciaValenciaSpain

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