Research On Loyalty Of The Petrol Stations Of Petro China Shandong Sales Company

This thesis starts with analyzing the challenges that petrol stations are facing in retail competition. By explaining the connection and distinction between customer satisfyaction and customer loyalty, it elaborates on the purpose and significance of building customer loyalty. Focusing on gas station in a local and industrial context, it draws experience from both domestic and international studies in this field and set up a new comprehensive model of management and research which suits the characteristics of PetroChina's petrol stations while taking full account of a variety of factors such as the customers, the internal management of the company, external business environment and so on. It analyzes the uncertainty of the current scale for measuring customer loyalty and refers to domestic and international researching approaches of customer loyalty assessment system. With the petrol station management system, the latest core application system of petrol station retailing, it introduces a petrol station customer loyalty assessment model.After setting up assessment parameters and methods, this thesis dwells on customer loyalty management policy from the perspective of customers. It divides customers into three groups-advocating, indifferent and criticizing-according to different customer behavior caused by different levels of customer loyalty. It analyzes the general mentality behind the phenomenon that Customers have to follow the rule of thumb and give impulsive reaction from three dimensions and illustrate the theory and application with a number of examples. Therefore, it specifies the researching scope of how to improve customer loyalty by utilizing customer satisfaction. The thesis introduced six methods, namely, pay attention to details, show sincerity to people, be knowledgeable, be committed to work, create surprises and joyful experience. The company may also build team spirit with customers through various ways to enhance emotional connections and let the customers feel like family. Besides, it is also important for the company to pay enough attention to properly handling of customer complaints in order to foster a long term partnership of mutual trust. The paper discusses this with case study from four aspects.Such a conclusion could be drawn from the strategy research made from the perspective of internal management-Retail is exchange and exchange is made by people. People are emotionally connected through service in this process and every one involved would like to see others treat them in an appropriate manner. All the staff is a part of the supply chain. And every single staff member needs others'cooperation and service to give the customers a happy experience of buying the products. The service between colleagues and between superiors and subordinates has a direct impact on the service at the sales point. Therefore, to win customer loyalty, staff loyalty is a prerequisite.Since PetroChina entered Zibo and Binzhou, it has been faced with fierce competition. PetroChina Zibo Sales Branch Company in responsible for market exploration of Zibo and Binzhou. Therefore, in the study of customer loyalty, Zibo Branch Company can well represent its counterparts nationwide.Apart from experimental data, a large number of cases come from the day-today work of the staff at petrol stations. Represented as My Story with Customers and My Story with Colleagues respectively, all the content can be referred to in the appendix.