Determining the Importance of Marketing Offerings in Influencing Customer Loyalty: Case Review of 9 Fuel Stations in Delhi Region | Original Article

ABSTRACT:

With increased globalization and competition, companies are increasingly adopting unique marketing strategies to improve their performance and retain their customer base. Although organizations are familiar with the importance of customer satisfaction and loyalty, fuel stations are still not aware about this. The objective of the study is to identify the effect of implementing market activities on customer satisfaction and loyalty. A sample of 150 customers frequenting to 9 different (BPCL, HPCL, IOC and Others) fuel stations in Delhi were surveyed, using systematic sampling technique to study the different market offerings provided by fuel stations Correlation analysis results showed that banking services and petro card services are highly important and affected by the level of customer satisfaction in the fuel stations. Regression analysis results revealed that the level of customer satisfaction get positively affected with services available at fuel station. Further, factor analysis identified that contests, scratch cards, lucky draws; annual rating point permanent card and anniversary schemes affect customer loyalty. Thus, it can be said that service offerings ensure customer loyalty.