Customer satisfaction levels at Caltex Oil SA.

Abstract

Global pressures from within the oil industry has decreased profitability of

retail operations which has affected the large oil companies as well as

franchisees. A point of differentiation that has been identified is customer

service and although all the major players have more or less the same training

programmes - they are internally generated. There is very little literature to

suggest that oil companies carry out customer perception surveys and to this

end, this research has been tailored. Although it is impossible to react to all

customer's perceptions, there may be benefits in conducting further research

if certain aspects are highlighted by different respondents.

Using SERVQUAL as the basic measuring instrument of customer satisfaction,

it was adapted to suite the petroleum industry. Caltex Oil SA uses an

independent auditor Market Pulse and the main points of this questionnaire

were incorporated in the study. It is important to note that the Market Pulse

audit is internally generated, measuring the retailer's compliance to Caltex

standards. A new questionnaire was then developed to measure customer's

expectations and their perceptions of what a good service station should

offer. The gaps were then statistically identified and explored, and, possible

solutions to close these gaps are generated.