Building Brand Loyalty: Improving the Retail Fueling Experience

Mark L. Robinson
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Mark L. Robinson: LLC

Chapter 16 in Marketing Big Oil: Brand Lessons from the World’s Largest Companies, 2014, pp 130-135 from Palgrave Macmillan

Abstract: Abstract For today’s consumer, a stop at the local gasoline or petrol station can feel like paying a visit to the dentist: you know you have to go, but you’d rather avoid it. While gasoline prices vary by location, many retail stations remain filthy and unkempt, while their outward appearance is poorly maintained. In theory, improving the consumer experience should lead to higher revenues and improved brand loyalty. Gasoline retailers can create a more positive image to their customers by making small but effective changes to the station appearance and improving station attendants’ customer service training.

Keywords: Station Owner; Brand Loyalty; Gasoline Price; Loyalty Program; Gasoline Station (search for similar items in EconPapers)
Date: 2014
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-137-38807-0_17

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DOI: 10.1057/9781137388070_17

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