Customer Perception and Satisfaction Levels of Service Quality at Petrol Service Station

Abstract

The retail operator is consistently facing problems of retaining existing customers to remain competitive. However, customer satisfaction level towards the service provided by the retail operator eventually does not meet the customer perception. To overcome this, service quality (SQ) study towards the organization should be implemented to improve their performance. This research's primary focus is to identify a measurable scale for customer satisfaction to measure the correlation between customer perception and actual satisfaction so that enhancement of current service quality can be rationalized where SERVQUAL, Pearson’s Correlation and Gaps Model methodologies are employed using statistical program IBM SPSS Statistics. Stimulated correlation from the data gathered from the SERVQUAL questionnaire will indicate the correlation between variables and highlight possible solutions. The findings from the analysis shows that customer expectations are far more significant than customer perceptions. Gaps Model has shown the usefulness of targeted overall mean gap, and significant values has shown the correlations between variables. The result from this research aims to improve the current service quality implemented by the retailer which in near future will helps them to grab and sustain more potential customers soon.