| dc.description.abstract | Service quality has been underscored as a viable strategy for marketers endeavouring to
differentiate their service offerings, establishing customer value and ultimately satisfying
consumer needs. Service quality has been used increasingly by service and goods marketers to
leverage customer loyalty, confront the challenges of competition and ultimately deliver on
organization profitability. The aim of this research study was therefore to determine the
indicators of service quality to consumers in petroleum retail outlets, to establish the extent to
which service quality influences consumer preference in petroleum retail outlets and finally to
identify any other factor that may also play a role in influencing consumer choice.
The study uses a conceptual model drawn using the service quality dimension attributes of
Reliability, Responsiveness, Assurance, Empathy and Tangibles. The nature of the research done
was a descriptive research. A structured questionnaire was used to collect the relevant data. The
response from the respondents was 100% and the data collected was used to draw meaningful
conclusions and recommendations. The area of study had a total population of twenty seven (27)
retail petrol stations from both the multinational and the independent dealer type. A total of 170
respondents' were drawn from the sampled stations which composed of 12 multinational stations
and 5 independent dealer stations in the old Thika District.
The study concludes that most of the petrol station consumers are able to identify relevant
service quality indicators and that service quality indicators influences consumer choice to a
great extent. It further identifies several other factors that-else influence consumer preference in
the choice of petroleum retail outlets. The study recommends similar research in major cities
such as Nairobi and Mombasa and also a study relating service quality to actual retail outlets
profitability. | en |
