engleski

RESEARCH OF THE CUSTOMER SATISFACTION WITH RETAIL PETROL STATION SERVICES

The purpose of the paper is to investigate total customer satisfaction with petrol station services. Through a literature review, a theoretical framework has been provided to help create a survey questionnaire aimed to addressing the determinants of total satisfaction when purchasing at petrol stations. Customer satisfaction is a long-term process founded on thorough research on customers’ problematic, behavioral and customer preferences, as well as quality-led customer relationship management. The research was conducted in April, 2015, at two anonymous gas stations, and the respondents were exclusively Croatian speakers. The questionnaire survey included 990 respondents, and the survey results show that 93% of respondents were extremely satisfied during their purchase at the observed petrol stations. Further results point to the deficiencies of certain determinants such as customers’ dissatisfaction with prices, working hours of the petrol stations and impolite staff. The foregoing findings are the basis for creating practical implications that will help shape a business strategy whose goals are to fully meet customer needs and capture new market segments.

Customer satisfaction ; customer relationship management ; quantitative research

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