Loyalty program and its relationship with customer satisfaction towards customer loyalty of the Petronas retail station / Farah Adibah Chaharuddin

Malaysia is the largest pay or pump market in the world, outside of the U.S.A. PETRONAS is the national oil company of Malaysia and controls the entire oil reserves of the country. Nationwide it has over 1000 retail petrol stations, all of them pay or pump. Studies on customer loyalty typically focus on the behavioral side of brand loyalty or on the attitudinal side. In research on customer loyalty in the service industry, customer satisfaction has often been mentioned as an important determinant. Findings from the test will determined whether there is any relationship between loyalty program and customer satisfaction towards the loyalty of the PETRONAS retail station. Four sections of questionnaire have been formulated to examine the relationship proposed. A collection of data from the managers, employees and customers of selected PETRONAS retail station within Tawau will be gathered and analyzed to test the relationships with the proposed questions. The outcome will then be concluded and to be used for further analyses, if necessary. The findings of this thesis were collected from interview and set of questionnaires using SPSS analysis and Microsoft Excel.