Asda has been ranked as the nation’s favourite petrol retailer, say customer service solutions firm Market Force Information.
The June survey, which surveyed over 1500 consumers nationwide, found that Asda won the highest marks for customer advocacy while Sainsbury’s were rated best for overall satisfaction.
The survey focused on consumer loyalty based on service, whether they’d recommend their choice of petrol station and convenience.
67 per cent of consumers said they preferred to refuel at their local supermarket due to price and convenience, showing marked competition with national petrol stations. This was also consistent with Market Force’s findings in other countries, including the US and France, as dominance of the national brands is being challenged by the supermarket chains.
The research also showed that the big four supermarkets are racing ahead of traditional petrol station retailers such as Shell, BP and Esso as convenience proves to be a deciding factor for consumers
“There is a significant opportunity for petrol stations to increase their business by asking for customer input, and working on improving the customer experience based on that feedback,” said Simon Boydell, Global Marketing Manager at Market Force. “We found that delighted customers are three times more likely to recommend a business to friends, compared to neutral consumers.”
“It’s no surprise to fuel brands that consumers care most about price, but what this research shows is that consumers also make decisions based on the service and products they receive at their favourite locations,” concludes Boydell.