Research On Customer Loyalty Of PetroChina Fuxin Branch

With the rapid growth of automobile users in Fuxin City and increasingly fierce market competition,the consolidation of customer markets and the reduction of customer churn have become strategic points in business management.In recent years,CNPC Fuxin Sales Co.,Ltd.has experienced a stagnant or negative growth in sales of oil products and has suffered a serious loss of customers.For this reason,it is urgent to analyze the factors that influence the customer loyalty of the company's gas stations,analyze the characteristics of users,and formulate corresponding countermeasures.Taking the customer of CNPC Fuxin Sales Branch as the research object,combining related theoretical research and personal experience design,the survey questionnaire was designed with the indicator type as the guide.There were 600 formal questionnaires and 441 valid questionnaires,of which the effective rate was 73.67.Using SPSS 19.0 to use descriptive analysis,factor analysis,regression analysis and non-parametric test methods to study customer loyalty of CNPC Fuxin Sales.The study found that the influencing factors of the company's loyalty can be divided into three dimensions:the first is the product and service quality dimension,the second service is the hardware environment dimension,and the third is the communication feedback dimension.Non-parametric analysis found that customers could not obtain timely information on the company's promotional activities,long waiting time for customers to refuel,and men's loyalty less than women.Then put forward the implementation of real-time information push services,shorten the waiting time for customers to refuel,improve oil quality in many aspects,focus on men's group design marketing strategies,improve service awareness and attitudes and other countermeasures.