A relationship of Petron marketing elements towards customer loyalty at Petron / Khairunnisa Ab Aziz

Petron Corporation is an emerging and rapidly evolving Asian oil company. Petron remain committed to optimizing the company's assets in Malaysia and investing in key areas of the business, which includes the effacement of the Port Dickson Refinery to increase the value of its production stream and in parallel, expansion of its retail network to enhance its competitive position within the Oil & Gas sector in Malaysia. However, in the recent years, the knowledge of the impact of Petron marketing elements toward customer loyalty at Petron were slightly reduced. According to manager of Petron Port Dickson Refinery (PDR), most of the customer really lack of knowledge on the impact of Petron marketing elements. Thus, this research is to determine on how the impact of Petron marketing elements will influence the customer loyalty at Petron. The objective of this study is to identify the most factor that can influence customer loyalty at Petron and to determine the relationship between independent variables (Sales Promotion, Service Quality, Product Assortment) and customer loyalty. As for research methodology, or the research design, descriptive, exploratory and conclusive research will be used. For the sampling techniques, quota sampling (non-probability) will be used where the researcher will distribute 100 questionnaires to customer who use the Petron products. Reliability test, frequency, descriptive, factor analysis, correlation and regression has been used in this study to get the data from the questionnaire. Lastly, for the findings, the result shows Service Quality is the most impactful elements while Product Assortment is the least impactful that may influence customer loyalty at Petron. All the data gathered from the questionnaire will be analyzed using Statistics Package for Social Science (SPSS).