GE

PRODUCT QUALITY, SERVICE QUALITY AND REPEAT

PURCHASE IN PETROL SERVICE STATIONS ALONG
TANDANG SORA AVENUE IN QUEZON CITY

A Thesis
Presented to
the Faculty of
The Department of Business Administration
Dr. Carlos S. Lanting College

In Partial Fulfilment
of the Requirements for the Degree
Bachelor of Science in Business Administration

KENNETH JAY CHAN

JEMELA ABBY DUNGCA
ZAHREN FRANCE ENDRINA
JEAN CLAUDINE MANALO
HEANA UBHOO

December 2022

1
 ENDORSEMENT

This thesis entitled, PRODUCT QUALITY, SERVICE QUALITY AND

REPEAT PURCHASE IN PETROL SERVICE STATIONS ALONG
TANDANG SORA AVENUE IN QUEZON CITY, prepared and submitted by
KENNETH JAY CHAN, JEMELA ABBY DUNGCA, ZAHREN FRANCE
ENDRINA, JEAN CLAUDINE MANALO, AND HEANA UBHOO, in partial
fulfilment of the requirements for the degree of BACHELOR OF SCIENCE
IN BUSINESS ADMINISTRATION, has been examined and is
recommended for acceptance and approval for Oral Examination.

This is to certify further that KENNETH JAY CHAN, JEMELA ABBY

DUNGCA, ZAHREN FRANCE ENDRINA, JEAN CLAUDINE MANALO,
AND HEANA UBHOO are ready for Oral Examination

__________________________
MRS. PRINCESS ERICA B. ALOVERA
Adviser

Noted:

_______________________
ELIZA T. SATULAN, DBM
Dean, College of Management
Dr. Carlos S. Lanting College

II
I
 ACCEPTANCE SHEET

In partial fulfilment of the requirements for the degree of BACHELOR

OF SCIENCE IN BUSINESS ADMINISTRATION, this thesis proposal
entitled, PRODUCT QUALITY, SERVICE QUALITY AND REPEAT
PURCHASE IN PETROL SERVICE STATIONS ALONG TANDANG SORA
AVENUE IN QUEZON CITY, has been prepared and submitted by
KENNETH JAY CHAN, JEMELA ABBY DUNGCA, ZAHREN FRANCE
ENDRINA, JEAN CLAUDINE MANALO, AND HEANA UBHOO and is
hereby endorsed for approval.

____________________________
MRS. PRINCESS ERICA B. ALOVERA
Adviser

This is to certify that the thesis proposal submitted by KENNETH

JAY CHAN, JEMELA ABBY DUNGCA, ZAHREN FRANCE ENDRINA, JEAN
CLAUDINE MANALO, AND HEANA UBHOO has been approved and accepted
by the Thesis Committee on (DATE).

__________________________
ELIZA T. SATULAN, DBM
Chairman

MARCELINE JENN HASIEF C. DUGO, LCB ADONIS CERBITO, MAED

Member Member

Noted:

_______________________
ELIZA T. SATULAN, DBM
Dean, College of Management
Dr. Carlos S. Lanting College

III
 APPROVAL SHEET

Approved by the Committee on Oral Examination with a grade of

_____ on ______.

__________________________
ELIZA T. SATULAN, DBM
Chairman

MARCELINE JENN HASIEF C. DUGO, LCB ADONIS CERBITO, MAED

Member Member

Accepted and approved in partial fulfilment of the requirements for

the degree of BACHELOR OF SECONDARY EDUCATION.

__________________________
ELIZA T. SATULAN, DBM
Dean, College of Management
Dr. Carlos S. Lanting College

IV
 ABSTRACT

Thesis Title : PRODUCT QUALITY, SERVICE QUALITY AND REPEAT

PURCHASE IN PETROL SERVICE STATIONS ALONG
TANDANG SORA AVENUE IN QUEZON CITY

Author : KENNETH JAY CHAN, JEMELA ABBY DUNGCA,

ZAHREN FRANCE ENDRINA, JEAN CLAUDINE
MANALO, AND HEANA UBHOO

Degree : BACHELOR OF SCIENCE IN BUSINESS

ADMINISTRATION

Date of : December 2022

Completion

Adviser : Princess Erica B. Alovera, MAEd

Since petroleum has a big impact on our economy many different

petrol service stations have been contributing to the economic growth. The
competition among big and small petrol services stations is tough. This
study aims to examine the factors affecting the consumer preference on
repeat purchase intention to the particular petrol services station. The
researchers are conducting this study to determine whether the
convenience, discounts, empathy under service quality followed by
performance, pricing and conformance under product quality, has
relationships that influence customer preferences to repeat purchase
intention on a particular gasoline station.

The researchers used a Descriptive Correlational design in this study.

The respondents are selected through Purposive sampling techniques
considering the population is hard to access due to the fact that respondents
are selected based on the required characteristics of the respondents to
participate. In terms of the demographic profile of the respondents, it

V
resulted 8 respondents (36%) aged 30 years old and below, 53 respondents
(32.9%) are aged 31-40 years old, 41 respondents (25.55%) are aged 41-
50 years old, and 9 respondents (5.6%) are aged 51 years old and above.
Majority of the respondents type of vehicle drove are public vehicles
(30.4%) and motorcycles (30.4%). The respondents preferred to fill their
gas tank to Shell Gas Station (16.8%) and Petron Gas Station (16.8%),
followed by Caltex - Classic Star Gasoline Service Station (16.1%), GALAXi
Petroleum Fuel Inc. (16.1%), Seaoil Gas Station (16.1%), and Phoenix Gas
station (13.7). Only few fill their gas tank at AVPRIME GAS HUB (4.3%). In
terms of significance level, the result of product quality is 4.05. Moreover,
among the three domains, performance (M=4.15, SD=.65) got the highest
mean score, while pricing got the lowest mean score of 3.88.

The significance level of service quality which resulted at 3.81.

Moreover, among the three domains, empathy (M=4.43, SD=.63) got the
highest mean score, followed by convenience (M=3.80, SD=.69), while
discounts got the lowest mean score of 3.18, and was interpreted as
neutral. The significance level of repeat purchase intention which resulted
in repeat purchase intention is 4.00. Moreover, among the three domains,
loyalty (M=4.07, SD=.65) got the highest mean score, followed by location
(M=4.06, SD=.66), while brand image got the lowest mean score of 3.90.
all of the domains were interpreted as agree. The overall correlation
between service quality and product quality are significant (r=.535, p-
value=.000). Moreover, there is a significant correlation between the
domains of service quality and product quality since the p-values are less
than .05 level of significance, except for the domain location and discount
(r=-.016, p-value=.840). The significant positive effect of product quality
and service quality on repeat purchase intention is the Service quality
(B=.153, p-value=.000) and product quality (B=.829, p-value=.000) has a
significant positive effect on the repeat purchase intention. It implies that
the higher the perceived level of quality and product services, the higher
the repeat purchase intention.

Keywords: Product quality, service quality, repeat purchase, petroleum,

customer preference

VI
 ACKNOWLEDGEMENT

The researcher would like to extend their sincere gratitude to the

following individuals who have contributed and supported them in the
fulfillment of this study.

To our beloved family, we sincerely appreciate the trust and support

you place in us, whether it be emotionally, physically, or most notably
financially. We are really thankful for your unwavering support and belief in
us.

To our classmates and friends, we are grateful for being a consistent

source of inspiration by imparting your knowledge and experiences to us.

To all of our respondents, we appreciate you for participating in our

study and being so helpful.

To our teachers, we are grateful for the knowledge, patience, and

support you give to us. We sincerely value all of your corrections and
recommendations for improving the study.

Most of all, the researchers would like to extend our gratitude to God
for touching and uniting the people who contributed their skills and talents
to this study.

VII
 DEDICATION

This thesis is dedicated to everyone who helped make our business

research successful and achievable.

Firstly, to our almighty God. We are grateful for all the blessings you
have bestowed upon us. For the direction, intelligence, and vitality you have
provided for us. And for the individuals you sent our way to aid in the
success of our business research.

To all of our teachers who have expressed that they are willing to
help us with this, for adding their thoughts and suggestions to improve this
study.

To our classmates and friends who helped us create this study by

sharing their experiences, opinions, and suggestions.

To the institution's where we study for their extended efforts to

ensure that every one of us may complete this business research.

To all DCLC employees. For their efforts and acts of kindness toward
us. For providing a comfortable and clean environment for us students.

Lastly but most importantly, the study is dedicated to our beloved

parents, who have supported us financially, emotionally, spiritually, and
morally and have served as our inspiration and sources of strength when
we felt like giving up.

VIII
 TABLE OF CONTENTS
TITLE PAGE I
ENDORSEMENT II
ACCEPTANCE SHEET III
APPROVAL SHEET IV
ABSTRACT V
ACKNOWLEDGEMENT VII
DEDICATION VIII
LIST OF TABLES XI
LIST OF APPENDICES XII
Chapter 1 1
THE PROBLEM AND ITS SETTING 1
Introduction 1
Theoretical Framework 2
Conceptual Framework 3
Statement of the Problem 4
Statement of Hypothesis 5
Scope and Delimitation 5
Significance of the Study 5
Operational Definition of Terms 6
Chapter 2 8
REVIEW OF RELATED LITERATURES AND STUDIES 8
Related Literature 8
Chapter 3 30
METHODOLOGY 30
Research Design 30
Population and Sampling 30
Research Environment 31
Research Instrumentation 31
Validation of Instrument 32
Research Procedure 32
Data Gathering Technique 33
Statistical Treatment 33

IX
Chapter 4 35
PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA 35
Chapter 5 50
Summary of Findings 50
Conclusions 51
Recommendations 52
REFERENCES 54
APPENDICES 59
CURRICULUM VITAE 79

X
 LIST OF TABLES

TABLE PAGE
Table 1. Reliability Test 32
Table 2. Likert Scale 34
Table 3. Demographic Profile 35
Table 4. Significant level of product quality 38
Table 5. Overall perceived level of product quality 40
Table 6. Significant level of service quality 41
Table 7. Overall significant level of service quality 43
Table 8. Significant level of repeat purchase 44
Table 9. Overall significant level of repeat purchase 46
intention
Table 10. Test of Significant relationship between
product quality and service quality 47

Table 11. Test of Significant positive effect of 48

product quality and service quality on repeat
purchase intention

XI
 LIST OF APPENDICES

APPENDIX Page

A Research Title Proposal 59

B Validation of Research Instrument 63

C Evaluation Form 67

D Agreement form: Permission for Statistical Services 73

E Statistician Certificate 74

F Survey Questionnaire 75

XI
I
 Chapter 1

THE PROBLEM AND ITS SETTING

In this chapter, the statement of the problem, purpose of the study,

and frameworks are presented. The significance of the study and its scope
and delimitation are also discussed.

Introduction
Drivers have different reasons for choosing where they will buy gas
and whether they will keep patronizing a certain station. Customers utilize
pricing, decent lighting, gasoline quality, payment method, and
convenience of entering and exiting a gas station as predictors of where
they would purchase, according to an article in Market Force Information
(2021). Many firms, in any industry, attempt to have their customers
repeatedly purchase their products and use their services, therefore, this
information offered the researchers the concept that there are other aspects
that are not included in the article which affect the repeat buy intent of
customers.
Across the globe, one can find tons of gas stations along the road, so
in the Philippines. Along Tandang Sora Avenue in Quezon City, there are
various well-known gas stations across the country such as Shell Gas
Station, Petron Gas Station, Caltex - Classic Star Gasoline Service Station
LN, and more.
This study is conducted to investigate how the product quality,
service quality, and repeat purchase variables—such as performance,
pricing, conformance, convenience, discounts, empathy, brand image,
location, and loyalty—are influenced by these domains. Additionally, the
researchers wish to give suggestions and recommendations so that gas
stations can enhance the ways in which they can encourage repeat business
from their clients.

1
Theoretical Framework
This chapter emphasizes the significance of the topic and statements
that support the study in order for it to be more specific and understandable
to readers

Brand Image (X1)

Brand Trust (X2) Buying Decision (Y)

Product Quality (X3)

Price (X4)

Figure 1: Model of buying decision (source: Amron Amron)

With a growing economy and developing a large number of

innovations and inventions, one of these are vehicles that are added on the
road. The demand of fuel is rising therefore fuel providers are also in
demand to give service to the customers. Small and big company fuel is
competing just to give services to customers, and customers have different
preferences in choosing what company provider they are into. In the study
of Amron (2018), their research revealed that the four independent factors
have been shown to have both positive and dramatically affecting customer
purchasing decisions. When purchasing goods and services, the purchasing
decision is crucial. Because it introduces the brand to the consumer and
sticks in their memory when they want or decide to buy, it also involves
brand reputation. Customers will trust a brand more if it can meet their
needs and satisfy them in terms of the services it provides and the caliber
of the goods it sells. Finally, the cost of the goods and services they provide
influences purchases in a favorable way.

2
Conceptual Framework

Product Quality

Conformance
Performance
Pricing
Repeat Purchase

Brand Image
Location
Loyalty
Service Quality

Convenience
Discounts
Empathy

Figure 2: Conceptual framework for the relationship of product quality and

service quality, also its effect on repeat buying intention in petrol service
stations.

The study's conceptual framework of the figure demonstrates first

the significant relationship between the dependent variables which are
product quality; conformance, performance, and pricing, and service
quality; convenience, discounts and empathy. Second, whether there is a
positive effect between the dependent variables; product quality and
service quality, and the independent variable which is the repeat purchase
intention. If there is a positive relationship between the dependent variables
to independent variable, the researchers proposed a course of action to
maintain positive feedback to consistently provide consumers with high
quality products, services, and performance to meet customers as well as
satisfy them. The negative effect gives an alternative course of action which
is to listen customer’s feedback, strategize therefore gaining competitive
edge and retain customers.

3
Statement of the Problem
Since gas or oil has a big impact on the economy, many different
petrol services stations have contributed to the economic growth and the
competition among big and small petrol service stations is tough. The study
aims to identify the factors affecting the repeat purchase intentions of
customers to particular petrol service stations in terms of product quality
and service quality.
1. What is the demographic profile of the respondents?
1.1 Age
1.2 Preferred Gasoline Station
1.3 Vehicle Type
2. What is the significance level of product quality in terms of:
2.1 Conformance
2.2 Performance
2.3 Pricing
3. What is the significance level of service quality in terms of:
3.1 Convenience
3.2 Discounts
3.3 Empathy
4. What is the significance level of repeat purchase intention in terms
of:
3.1 Brand Image
3.2 Location
3.3 Loyalty
5. Is there a significant relationship between product quality and service
quality of petrol service stations?
6. Is there a significant positive effect of product quality and service
quality on repeat purchase intention?

4
Statement of Hypothesis
H1: There Is No Significant Relationship Between Product Quality and
Service Quality on Repeat Purchase of Petrol.
H2: There Is No Significant Positive Effect of Product Quality on
Repeat Purchase of Petrol.
H3: There Is No Significant Positive Effect of Service Quality on
Repeat Purchase of Petrol.

Scope and Delimitation

The focus of this study is to evaluate the quality of the products,
services, and repeat purchase at the gas stations along Tandang Sora
Avenue. The researcher prepared their questionnaire and their target
respondents are the drivers who drive along Tandang sora Quezon City.
However, the operation and other company-related information are not
included by this study.

Significance of the Study

The study's findings will be useful in explaining the relationship of
product quality and service quality in petrol service stations along Tandang
Sora Avenue in Quezon City to customer repeat purchase intention. The
following are the study's beneficiaries:
Petroleum Fuel Customers. Petroleum fuel customers will benefit from
this study since they will be able to determine the factors that they look for
in a petrol service station and use it to wisely choose which station they will
patronize.
Petroleum Fuel Industry. This study will help the petroleum fuel
industry know what factors they should improve on to satisfy their
customers and help them become the preferred petrol service station.
Business Owners. The findings in this study will be helpful to business
owners since they will be informed of the variables influencing repeat
purchase intent in the gas stations along Tandang Sora Avenue in Quezon
City.

5
 Future Researchers. Their research on this subject will be supported
by the information from this study.

Operational Definition of Terms

Brand Image. Opinion that actual or future customers have about the gas
stations.
Conformance. When something meets a specified standard, such as
petroleum gas stations’ product, service, or system.
Convenience. Situation in which something can be done with little effort
or trouble and is helpful.
Delivery Vehicle. A vehicle designed to deliver food, parcels, etc.
Discounts. Reduction in price or percentage from the usual selling price of
gas stations or something.
Empathy. The capacity of petrol gas stations’ employees to acknowledge
concerns, create a genuine connection, and acknowledge customers’
feelings.
Location. Specific or particular place where the petrol station is located.
Loyalty. A strong sense of loyalty or support from customers for a certain
petrol gas station while making a purchase.
Motorcycle. It features two wheels, similar to a bicycle and a motor similar
to an automobile. Typically, a motorcycle is operated by a single person.
Payment Method. Numerous methods for businesses to receive money
from clients.
Performance. Shows how the petroleum fuel performs efficiently.
Pricing. The value that is put to a product or service offered by the firm.
Private Vehicle. A privately owned, 4 or 6-seater, personal usage vehicle.
Product. Item or substance that is produced or refined with the intention
of selling in petrol service stations.
Product Quality. How effectively a product follows industry standards,
fulfills its function, and caters to the needs of customers at gas stations.
Public Vehicle. Vehicle design to accommodate one or more people,
including the driver and used to transport passengers for hire like jeepney,
tricycle, etc.

6
Repeat Purchase. Purchases made by the same customers at a specific
gas station.
Service Quality. Measurement of how well a petrol station meets client
expectations for its services.
Sustainable. Adherence to health, safety and environmental regulations
and increasing contributions to the societies in which they operate.

7
 Chapter 2

REVIEW OF RELATED LITERATURES AND STUDIES

The review of literature for this study focuses on the factors that
affect product and service quality that overall influence the repeat purchase
intent of gasoline stations’ customers such as performance, pricing,
conformance, convenience, discounts, empathy, brand image, location, and
loyalty. Since many people consider petrol fuel to be a necessity, a lot of
people are looking for gasoline providers with products and services that
would make them satisfied.

Related Literature in Product Quality

Based on the study of Waluya et al. (2019), the decision to buy is
directly influenced by the quality of the goods and the brand. 34.3% of
consumers’ purchasing decisions are directly influenced by the product
quality variable. This could mean that 34.3% of Indonesian car buyers’
successful purchase decisions were influenced by the quality of the product.
Customers will make a purchase decision that accounts for 34.3% of the
success rate if the automobile sector maintains product quality well. This
result also indicates that 65.7% of 190 AI. The other characteristics can
directly improve the buying choice, which was not seen in this study,
contrary to Waluya et al.
As stated in the findings of Khoironi et al. (2018), the coefficient of
variable path of product quality on customer satisfaction is significant. The
magnitude of the path’s coefficient reveals that the contribution to product
quality affects customer satisfaction directly and indirectly. Thus, it was
determined that the product’s quality had a favorable and significant effect
on customer satisfaction.
In the study of Diputra et al. (2021), contentment is positively and
significantly impacted by product quality. This implies that there is greater
consumer pleasure the higher the product quality. Afnina et al. (2018) cite
their work as supporting the findings that customer satisfaction is positively
and significantly impacted by product quality. That customer satisfaction is
positively and significantly impacted by product quality. Product quality,

8
according to another research from Brawijaya University, has a favorable
and significant impact on satisfaction (Gaol et al, 2016).
According to Šafranić et al. (2017), along with gasoline, oil
derivatives, and automotive equipment, gas stations also sell consumer
goods in their shops. Despite the fact that the number of gas stations hasn’t
increased much in recent years, big businesses continue to acquire smaller
ones as they leave the market and to grow by enhancing consumer value.
Petrol stations carry a variety of hot and refreshing beverages, as well as
freshly prepared snacks. This kind of service has been offered in
industrialized nations for a while and is well-liked there. Due to the swift
pace of life in developed nations, the populace is accustomed to the
availability and consumption of all these products at the gas stations.
Customers have rated the following aspects as very important when
selecting a gas station: service quality, fuel quality, station proximity, and
atmosphere.
Based on the research of Nechipurenko (2019), customers cherish
loyalty program points and discounts most of all, as well as the caliber of
the goods they can buy with them. However, a consumer must be drawn in
by the company’s high-quality products and services if they are to remain
a devoted patron. According to the author’s interview, “Fuel quality” and
“Purity” received votes from each of the 50 participants (especially toilets).
Although less crucial than the first, other factors are nevertheless
significant. There are more essential standards. Customers might choose
other gas stations if one of these requirements isn’t met.
According to Shukor (2021), product quality and brand leadership
have a considerable relationship. This outcome was anticipated because
consumer perception is based on the brands of the gasoline companies,
which place a strong emphasis on the value of their products. Users of
motor vehicles (cars, motorcycles, vans, etc.) typically look for gasoline
brands with the potential to reduce fuel consumption (value of additional
kilometers), perform well, and be safe. According to the findings,
consumers choose the brand because of the provider’s high-quality
products. Indeed, according to Keller (2008), major brands want to give

9
their customers the impression that their products are of a high caliber in
order to maintain their market dominance.

Related Literature in Performance

Based on the study of Lin et al. (2018), results indicate that utilizing
inventory efficiency, productivity, and leanness to quantify inventory
performance, inventory performance has a favorable impact on product
quality. Furthermore, it is discovered that financial performance partially
mediates the impact of inventory performance on product quality.
As quoted by Niazi et al. (2021), “consumer-based brand equity as
per consumer’s perspective consists of five respective dimensions; brand
price, social representation, performance, trustworthiness and
commitment.” (Lassar, Mittal and Sharma, 1995). It is further discussed in
their study that an indicator of superior performance is the brand
association dedication to quality that affects consumers’ choices at the point
of purchase in which the researchers agree.
Widianti and Sabar (2019) used Kotler and Keller’s (2015) statement
wherein they said that customer satisfaction is the degree to which
someone feels satisfied or unsatisfied with a product after comparing its
performance to their expectations.
According to Shukor (2021), brand meaning relates to how
customers are informed about how the goods or services meet their
demands. This is composed of the two building parts “performance” and
“imagery”. Shukor used Zeithami’s (1988) definition of perceived quality as
the customer’s assessment of a good or service’s entire performance.
In accordance with Hoe and Mansori ‘s study (2018), they used a
conceptual model that consists of the different dimensions of product
quality as their independent variables with customer satisfaction. Garvin’s
eight dimensions of Product Quality in Performance, Features, Reliability,
Conformance, Durability, Serviceability, Aesthetics and Perceived quality
are dimensions of Product quality that affect Customer Satisfaction which
impacts Loyalty. Their study’s findings offer insights into the aspects of

10
product quality that have an impact on consumer satisfaction, and higher
satisfaction breeds greater customer loyalty
The findings of the study by Mohammed et al. (2017) show that
factors affecting product performance are crucial in determining brand
loyalty. Their research confirms that customer happiness has a mediating
role in the relationship between product performance and brand loyalty.
According to the results of their study, a business can develop brand loyalty
through consumer happiness by enhancing product performance.

Related Literature in Pricing

Based on the article published by Ocampo et al. (2022), the
Department of Energy (DOE) has cautioned consumers to prepare for higher
price hikes as local pump prices of gasoline and other petroleum products
increased at a rate never before witnessed. The DOE urged oil firms to assist
the public by keeping current discounts for drivers and pacing their price
rises. A transport organization claimed that jeepney drivers have been
losing P8,400 per month due to oil price increases since January — months
before the Russia-Ukraine crisis even started. They urged President Rodrigo
Duterte to suspend the oil tax in order to stop the rapid inflation of other
commodities.
In accordance with Deriquito (2022), finding affordable gasoline in
the Philippines is getting more due to rising gas costs. Because of this,
Filipinos are becoming more receptive to alternate options. In light of this,
they have compiled a list of underappreciated gas stations that people
ought to check out since they might not only provide them with more
affordable gasoline than the major three primary producers (Caltex, Shell,
and Petron), but also with something special. These include Petro Gazz,
Total, Flying V, Sea Oil, UniOil, Rephil, Cleanfuel, and Phoenix.
According to Cheng and Zougmore (2018), automobilists and
motorcyclists are dissatisfied with the selling prices of gasoline in the two
major local petroleum companies, CPC and FPC, despite the fact that
customers interpret the pricing of the various services features and
characteristics in its core competence as rational. This presents an

11
opportunity for both to overtake the rival. Therefore, CPC or FPC can
achieve customer satisfaction with its service performance and create an
advantage in this regard if it can effectively implement strategic planning
and enhancements in this area. The rational pricing dimension has one
service attribute which is related to the reasonable price of oil at the pump.
According to their suggestion, gas stations should reevaluate the pricing
offers they make to their patrons.
Based on the research of Risnawati et al. (2019), at the company’s
freight forwarder, suitable price has a favorable and significant effect on
client loyalty. Pricing appropriateness refers to how customers fully
comprehend and interpret price information; there are three dimensions to
the variables used in this study. The first is the compatibility of product
prices with product quality, with indications being the price paid, which is
neither pricey nor expensive since it is in line with the quality of service
obtained. Second, a comparison of prices with other and comparable items
using metrics like being relatively inexpensive when compared to other
service products, or having different prices from other service products.
Last but not least, the compatibility of product prices with the advantages
realized by indicators: prices in line with the services received, affordable
prices in line with other additions offered. This demonstrates that increasing
prices or improving price matching will be able to boost customer loyalty.
Indicators of level price that correlate with the services provided make up
the most impactful dimension that best reflects the suitability of the price,
while the dimension that best reflects customer loyalty is the dimension
immunity to competitors.
As stated in the study of Ruckdaschel (2020), both the average fuel
economy of the consideration set and the fuel economy of the acquired
vehicle increase as gas prices rise. This is the outcome of contemplating
more fuel-efficient automobiles and also making purchases that are higher
in the fuel economy spectrum that the client has established as a
consideration. The extent of the consumer’s adjustment is demonstrated to
be correlated with how much importance they accord the environment while
purchasing. One method the customer employs to achieve these changes is
found to be increased consideration and acceptance of alternative fuel cars.

12
He also emphasized how shifting gas prices affect customers of low- and
high-fuel economy vehicles differently depending on their consideration set
behavior.
Based on Khoironi et al. (2018), the relationship between price and
customer happiness is substantial because it has a 0.20 coefficient and a t
count of 3.22>1.96. The size of the coefficient of the path reveals that the
direct impact of price on customer happiness is (0.20)2 = 4%, while the
indirect impact of price on customer satisfaction is 7.62%, making a total
impact of price on customer satisfaction with contribution of 11.62%. As a
result, it became clear that the price had a favorable and considerable
influence on customer satisfaction.
According to Lolo (2020), the way the customer views the cost has a
positive and significant impact. Customer satisfaction increases with stable
product cost. Customer loyalty to product purchases is greatly and
favorably impacted by an organization’s reputation. Pricing has an impact
on customers’ purchase decisions, and customers’ perceptions of price have
a positive, ’onsiderable impact on their loyalt’ to a brand. According to their
findings, customer satisfaction was positively and significantly influenced
by company image, service quality, and price perception.

Related Literature in Conformance

Based on Arayata (2018), the Department of Energy (DOE) is
stepping up its efforts to ensure that oil companies are adhering to
departmental rules and regulations, especially with regard to the type and
quantity of oil they sell. According to Renante Sevilla, head of DOE’s Retail
Market Monitoring Special Concern Division told the Philippine News Agency
(PNA), “The four gas stations all passed the quantity calibration as well as
the quality test." The 13 stations, according to the team, met the DOE's
quality requirements. The quantity of their pump products was also
mentioned as being acceptable, and some of them even dispensed more.
According to Sevilla, the agency continually monitors the facilities and
conducts random inspections of gas stations as part of that endeavor. “It is
mandatory, particularly for our unit”, he declared. The public needs to be

13
certain that the petroleum products they purchase are of the proper quality
and quantity.
In the study of Widianti and Sabar (2019), it is explained that any
rise in customer satisfaction, particularly in the dimension of compliance
with expectations, depends on the product quality variable’s conformance
to specifications.
According to Ismayir and Dawood (2019), depending on the type of
crude oil used and the refinery’s operational procedures, the sulfur level of
gasoline varies. 2011’s prior quarter saw sulfur content was less extensive
and complied with Iraqi and European standards. It was discovered that the
sulfur was higher in the samples studied in January 2019 than its content
is higher and does not adhere to European standards because of the various
kinds of crude oil used at this time. The good lead is an added enhancement
to the characteristics of gasoline, yet it has a negative impact on the
environment. Lead was utilized at the Daura refinery in earlier times, and
did not meet Iraqi requirements. While it was worldwide prohibited in the
1970s of the previous centuries, the use of lead as an additive to gasoline
at the Al Daura refinery was outlawed in 2016.
Based on Shukor (2021), the eight dimensions of product quality by
Garvin (1998) was used as a structure of their study. This includes
performance features, conformance, reliability, durability, serviceability,
aesthetic, and customer-perceived quality and this led to questionnaire
development.

Related Literature in Service Quality

In the study of Setyoningrat et al. (2019), a person may experience
either satisfaction or dissatisfaction when they compare a product’s
performance to what they think is the expected performance. A firm must
be able to improve its marketing strategy to retain customers, one of which
is to satisfy customer requests and wants, for example by providing special
programs. One distinguishing trait of pleased customers is that they
frequently make recurrent purchases. The procedure to determine a level
of customer satisfaction starts when a consumer evaluates a product or

14
service as well as distinctive corporate programs. As a result, the customer
receives a unique experience when making purchases.
Based on Lolo (2020), service quality has a big and positive impact
on customer satisfaction, which in turn influences how happy customers are
with the product. The customer’s perception of the pricing has a positive
and significant influence. The reputation of the organization has a
considerable and positive impact on customer loyalty to product purchases.
According to Riseetyawan et al. (2022), the outcomes of their data
analysis demonstrate that customer happiness is directly and significantly
positively impacted by service quality. As a result, it can be concluded that
improving service quality significantly raises customer satisfaction.
Customer satisfaction will rise as a result of providing high-quality services.
On the other hand, if the service quality is poor, it will affect gas stations’
declining customer satisfaction ratings and also result in a drop in sales.
In accordance with Naksomphan and Chomraka (2020), in order to
determine the impact of competitive advantage and service quality on
customers’ decisions to choose a gas station in Muang District, Uttaradit,
their study looks at the amount of competitive advantage, service quality,
and decision-making. Their analysis’ findings demonstrated that service
quality and competitive advantage are both quite high. Additionally, the
results of the hypothesis testing indicated that, with statistical significance
set at 0.05, the relationship between competitive advantage and perceived
service quality had an impact on consumers’ choice of a gas station in
Muang District, Uttaradit.
Based on the findings of Fonna et al. (2022), satisfaction is impacted
by perceived retail service quality (SQ). The Critical Ratio (CR) value for
testing the perceived retail SQ effect on satisfaction was 5.382, with a
significance level (P) of 0.000. The perceived retail SQ effect on satisfaction
has a coefficient magnitude of 0.457, or 45.7%. This suggests that
customer satisfaction will rise the greater the perceived retail space quality.
According to the research by (Alfin, Alhabsji, Nimran, & Suharyono, 2013),
there is a considerable relationship between perceived SQ factors and image
and customer happiness. The findings of Paramarta’s (2019) study support
the idea that perceived SQ has an impact on customer satisfaction.

15
 According to Maharsi et al. (2021), their study’s findings support
three ideas. First, customer satisfaction has a favorable impact on purchase
intention rather than determining it like service quality does. Second, the
caliber of the service has a beneficial impact on client satisfaction. Finally,
customer satisfaction effectively acts as a mediator between the impact of
service quality on purchase intention.
In the study of Dam et al. (2021), the findings showed that brand
image was positively impacted by service quality. Brand image could be
predicted by service quality. The relationship between service quality and
brand image has a significant impact size (0.559). The early empirical
research supported the findings of this study (Hsieh et al., 2018; Wu et al.,
2011). The results of the study also demonstrated that customer
satisfaction was significantly positively impacted by service quality. The
relationship between service quality and customer satisfaction had a
significant impact size (0.373). The results of this investigation were
supported by earlier empirical studies (Putro & Rachmat, 2019; Santouridis
and Trivellas, 2010). Additionally, the findings revealed that customer
loyalty was positively impacted by service quality. Customer loyalty was
preceded by high-quality service. The association between service quality
and customer loyalty did, however, have a tiny effect size (0.080). The
results of this study were supported by earlier empirical studies (Anwar et
al., 2019; Setiawan & Sayuti, 2017).
According to Qomariah et al. (2019), the findings showed that
facilities, service quality, and location all had a substantial impact on
customer satisfaction. The results of the T test showed that customer
satisfaction at the Tanggul Kulon Jember gas station was partially
influenced by the variable service quality, amenities, and location.
Based on Šafranić et al. (2017), the customer’s choice of a gas
station is based on the service quality, which is by far the most crucial
factor. By meeting their demands, businesses can draw in and keep
customers. Customers who are pleased with the service will not only return
to the gas station but will also spread the word about how pleased they
were. Following the lead of other nations in Western Europe and America,
Tifon gas stations in the Republic of Croatia have started developing and

16
improving their services, as well as expanding their selection, with the goal
of satisfying its consumers.
As stated in the study of Abbas (2019), the general appearance and
sanitation of fuel stations, staff behavior generally, activity of requesting to
inspect the meter before and after filling, windscreen cleaning without
asking, and 92% of these factors have a substantial impact on the choice
of fuel stations.
According to Shukor (2021), the physical surroundings, the quantity
of gas stations, and the payment mechanism were all used to evaluate the
service quality. According to the findings, brand leadership and service
quality showed a strong positive association. The automotive industry was
the subject of prior research on service quality (Hanasyha J. et al. 2013),
however the results are consistent with previous research showing that the
most powerful leading brand contributes to customer happiness by offering
service quality.

Related Literature in Convenience

Based on Purohit and Jain (2020), the Indian fuel retail industry has
been impacted by the shift in the definition of fuel retail during the past 20
years from a commodity to a service-based product. During the 20 years
before independence, customers’ preferences for fuel as a product shifted
from being viewed as a basic commodity to now including value-added
services like free air, oil changes, maintenance, etc. With the development
of technology in society and customer preferences in the technological
landscape, as well as their desire for convenience when choosing a gas
station, customers’ eagerness to obtain value-added services from a single
source has changed, forcing oil marketing companies (OMCs) to design
large format fuel stations that provide a wide range of value-added services.
As consumer expectations and purchasing practices evolve over time, the
quality of the customer experience is also increasing. With the idea of
providing value-added activities under one roof, gas stations in India have
seen a considerable shift from being “simply Petrol Pumps” with petroleum
products for sale to “Recreation Centers.”

17
 As stated in the research of Cheng and Zougmore (2018), three
service features make up their efficiency dimension: less waiting time
(flexibility of the line), 24/7 operation, the convenience of fueling at any
time, and more gas stations around the nation. A net benefit in terms of
customer satisfaction could be realized by decreasing the amount of waiting
time by adding more personnel during busy periods. Additionally, operating
around-the-clock and having more gas stations around the nation lowers
the agonizing time spent looking for the closest gas station. Customers are
more satisfied when there are more gas stations nearby and available.
Based on the article of Wiz-tec (2021), customer satisfaction leads
to customer retention. Therefore, it is crucial for businesses to provide all
the conveniences that customers require. When it comes to giving
outstanding client experiences, having clean bathrooms is the absolute
minimum. The most crucial service you can provide your clients is routine
cleaning and upkeep of your premises. You must establish and adhere to a
regular cleaning regimen. When clients use the restroom, they may feel
more at ease if a checklist of the cleaning tasks completed every couple of
hours is put on the bathroom door or wall. According to a study done by
Harris Interactive, a messy bathroom will be reported to friends and family
by 50% of people. 30% of them claim they would never go back there. Due
to social media, there is a very significant likelihood that your gas station
may receive negative feedback for having a filthy restroom. The fact that
more and more customers are reading these reviews before patronizing a
business can be detrimental to your bottom line.
According to Petrosoft News (2021), it’s no secret that gas stations
looking to increase their profit margins have an opportunity in the fast
service food industry. They suggested that if petrol stations have not looked
into the potential of offering a menu to consumers, now is the time to enter
the made-to-order food industry. Even while it may seem intimidating to
add more services to their company, modern technology, such as self-order
kiosks and mobile ordering apps, has made it much simpler than ever for
gas station owners to expand into the foodservice industry.
According to Purohit and Jain (2020), with the aforementioned
background of changing technology and consumer habits, consumer

18
lifestyle, preferences, and requirements have changed and are continually
changing. While the petro-retail sector has made some notable
technological advancements in recent years, general retail is investigating
technologies like virtual reality for the typical consumer. As a result, there
appears to be a noticeable difference between customer expectations in the
context of fuel and general retail.

Related Literature in Discounts

According to Lal and Hareez (2021), the primary goal of corporate
businesses is to draw customers in by offering deals, rebates, flash sales,
etc. Companies are paying attention to consumer feedback and creating
wonderful services for their clients, preventing them from leaving. The
second motivation for their research is to determine whether the company’s
set prices are reasonable for its customers.
In the study of Zhang (2021), it is stated that marketing has changed
over the past several years. Similar to this, the goal of gas station
marketing is to increase sales, profits, and consumer engagement.
Technology offers a wide range of marketing techniques that help
businesses attract more new customers, boost repeat business, and raise
revenues. It is important to promote word-of-mouth advertising, especially
when holding contests. These contests may offer rewards like vehicle
necessities, free coffee, a free car wash, or vouchers redeemable for
convenience stores. Customers who’ve already won these competitions will
undoubtedly spread the word about the specific gas station, resulting in an
increase in customers. In addition, managers can increase sales volume by
running radio advertisements. The study also aimed to provide future
businesswomen and men with some ideas on how to handle various
marketing methods, particularly in China, in an effort to serve and
demonstrate to the Chinese people the feasibility of boosting enterprises,
such as the petroleum industry.
According to Chaiwong and Koontawee (2019), since 2010, energy
costs have decreased, making it challenging for businesses running gas
stations in many developing countries, such as Thailand, to adjust to the

19
present status of the market. Therefore, both Thai and non-Thai firms in
Thailand must develop marketing strategies, including integrating non-oil
services into gas stations, in order to boost their earnings. Past studies
showed that the top five gasoline brands in Thailand each had their own
reward programs that were competitive and employed loyalty cards in order
to boost repeat purchases and foster ties with their customers.
In the study of Lolo (2020), the company’s reputation has a big and
positive impact on the loyalty of product purchasers. A good reputation
motivates customers to make repeat purchases from you, provides
references, and inspires positive feedback. Affordability and service quality
are both positively and significantly correlated with product consumer
loyalty. Customers’ purchasing behavior is influenced by price, and price
perception has a positive and significant effect on product loyalty. Customer
satisfaction has a favorable and significant impact on product loyalty. The
customer loyalty mindset is demonstrated by using the product with joy.
Corporate image through satisfaction has a favorable and considerable
impact on customer loyalty in product purchases. Consumers are eager to
engage in activities that will leave them with a lasting impression.
According to the interview of Nechipurenko (2019), the customer
loyalty program at gas stations needs to focus on a few specific areas. First
and foremost, picking a gas station’s loyalty program is heavily influenced
by points and discounts. Everyone supported them because customers
could buy items for points or receive discounts for more fill-ups, making
them a new form of currency in the gas market. The second criterion is
what customers can purchase with these points. The fuel industry took a
big step by enabling its customers to buy valued items in addition to fuel.
For instance, devoted Shell customers can purchase a variety of goods. If
their services and products are of high caliber, helpful, and reasonably
priced, customers will start returning more frequently, considering how they
may accumulate more points to spend on this gas station brand.

20
Related Literature in Empathy
Based on the study of Wieseke et al. (2012), which confirmed that
service employees have a crucial influence in customer happiness and
loyalty with the service brand, it served as a source of inspiration for
Bahadur et al. (2022). They found a number of significant consequences for
service managers in their study. Employees must exhibit empathic conduct
and express themselves during interactions with customers. This is because
employees, who are the main stakeholders in service brands, deal directly
with clients when providing services. In order to project a pro-customer
image, everyday service procedures must also demonstrate empathy. Their
study demonstrates how customer happiness and brand loyalty are
increased by staff acting empathically during customer interactions.
In the study of Asghari (2016), the findings demonstrated that
consumer loyalty is directly positively impacted by tangible, physical
facilities, employee politeness, dependability, responsiveness, and
empathy. As a result, service quality has a direct and beneficial effect on
customer loyalty. Accordingly, research by Seyed Javadein et al. (2010)
and “a model of assessing the impact of service quality on customer loyalty
and sports services” also demonstrated the direct and beneficial effect of
tangible and physical facilities, staff politeness, dependability,
responsiveness, and empathy on customer loyalty.
The result of Amudhan and Arul’s (2021) multiple regression analysis
showed that all aspects of service quality—tangibility, reliability,
responsiveness, assurance, and empathy—are positively correlated with
customer loyalty. As a result, BharatLPG gas service providers can use
service quality as a tool to win over customers.
In the study of Jawneh and Manneh (2020), the quality of a product
has a substantial impact on its pricing in a market context where
commodities and services are provided to consumers. The nature and
quality of the services provided to consumers in the energy sector are
directly impacted by competition; as a result, the quality of the services
given will have a significant impact on the degree of customer satisfaction.
In order to achieve this, this study invests the determinants of service
quality on customer satisfaction on the Gambian electrical service

21
consumers using a case study of National Water and Electricity Company
Limited, a utility service business (NAWEC).

Related Literature in Brand Image

According to Lolo (2020), they came to the following conclusions
after examining the data and evaluating the results. The brand image has
a considerable and favorable impact on customer satisfaction. When
consumers think highly about a product, customer contentment increases.
The quality of the service has a large and positive impact on customer
satisfaction, which in turn increases consumer happiness with the product.
The customer’s perception of the pricing has a positive and significant
influence. Stable product pricing improves customer happiness. The
reputation of the organization has a considerable and positive impact on
customer loyalty to product purchases. A good reputation motivates clients
to make repeat purchases from you, provides references, and inspires
positive feedback.
In the study of Purohit and Jain (2020), they stated that in today’s
global economy, technology increasingly plays a major role in determining
the level of customer service. Because of technological advancement, the
introduction of cutting-edge equipment, the use of the internet, and IoT
devices, customer expectations have altered with regard to the purchasing
process. Diverse innovations and strategies are being developed and
implemented to creative customer experiences in order to differentiate
brands. The worldwide retail industry for fuel has also undergone a
considerable transformation to have a stronger brand image in line with
changing consumer expectations and the impact of technology. Many
companies are going out of business as a byproduct of industry
consolidation brought on by network optimization, unmanned fuel stations,
greater competition, new entrants, and diminishing fuel margins.
Additionally, customers’ appetite for non-fuel facilities at gas stations has
increased as a convenience measure.
Based on Saad and Wahid (2017), their regression analysis’s findings
indicate that store image and customer happiness are not statistically

22
significant on their own. The outcome also shows how improving business
image will make the aforementioned relationship stronger. In conclusion, it
was discovered that the relationship between store image and customer
happiness was mediated by customer satisfaction. Barnett et al. (2006)
propose that stores with positive store images produce consumer pleasure,
which in turn leads to store loyalty, in their research on corporate identity-
image-reputation. Their research builds on the prior study’s suggestion that
shoppers will not appreciate a store’s image on its own. While this goes
beyond the results of their survey, it is noted that customers do not
generally have a positive view toward convenience stores run by tiny gas
station retailers. Customer satisfaction will increase if large gasoline
retailers, in particular, have a positive corporate image, as this study has
shown.
As stated in the study of Dam et al. (2021), according to certain
researchers (Lee & Lim, 2020; Sousa et al., 2019; Park & Park, 2019),
brand image has been a hot topic in marketing literature. In addition, brand
image has been a key factor in differentiating organizations and a potent
marketing tool (Park & Park, 2019). Research on brand image has also been
acknowledged as being at the core of marketing and advertising studies. A
business or its goods/services that consistently uphold a favorable public
perception would in fact have a more advantageous position in the market,
a long-lasting competitive advantage, and increased market share and
performance (C. W. Park et al., 1986; Sondoh Jr et al., 2007). In several
earlier studies, a connection between brand image and customer
satisfaction was acknowledged (Anwar et al., 2019; Wu et al., 2011). In
earlier studies, brand image was also demonstrated to be a predictor of
customer satisfaction and to have a favorable effect on customer
satisfaction (Anwar et al., 2019; Wu et al., 2011).
According to Diputra and Yasa (2021), the findings of their study
demonstrate that brand image significantly and favorably affects consumer
satisfaction. This implies that client satisfaction increases as brand image
improves. According to Sondakh (2014), brand image has a favorable and
considerable impact on satisfaction, supporting the findings of this study.
Customer satisfaction is positively and significantly impacted by the brand

23
image variable, according to a different study done on Muslim garment
buyers in Malaysia (Yana et al., 2015). Savitri et al. (2018) reported the
same research findings, concluding that brand image has a favorable and
significant impact on customer satisfaction with Oriflame products.
Customers are happy with the things they bought since they met their
expectations and wants.
Based on the research of Fonna et al. (2022), the outcome states
that Image has an impact on satisfaction. This suggests that the more
positive an Image is, the more likely it is to raise Satisfaction. Research by
(Malik, Ghafoor, & Iqbal, 2012) demonstrates that it is profitable and will
assist telecommunications service providers in molding their goods and
pricing strategies in order to maximize customer satisfaction and retain
clients in order to increase market share. (Permana, 2016) conducted a
study that demonstrated how Starbucks Bandung Indah Plaza’s image,
perceived SQ, and customer happiness all impact customer contentment.
In accordance with the findings of Khoironi et al. (2018), with a t
count of 3.62>1.96, the variable path of the image brand of customer
satisfaction’s coefficient is 0.28, making it noteworthy. The size of the path’s
coefficient reveals that the influence of brand image on customer
satisfaction directly contributes (0.28)2 = 7.84%, while the indirect
influence of brand image on customer satisfaction contributes 8.44%,
making up the entire influence of brand image on customer satisfaction,
which contributes 16.28%. Thus, it was determined that the brand’s
reputation had a favorable and significant effect on customer satisfaction.
As stated in the research of Cheng and Zougmore (2018), one service
attribute is also registered by amicable dimension. Gas stations boost their
customers’ level of happiness in some way by providing restrooms for
drivers of cars and motorcycles. Because dirty and odorous restrooms could
harm the reputation of gas stations, which could harm the brand of the
gasoline firm, gas stations should put more effort into providing this
connected service.
According to Niazi et al. (2021), they found Leuthesser’s (1988)
statement to be useful in their study which is “brand equity is defined as
successful brand image where consumers are well aware of the brand itself

24
along with the brand allies and parent corporations, achieving greater profit
margins that are difficult to achieve without strong brand image.” They
explained that in order to maintain brand equity and a strong brand image,
brand image must be maintained.
In the study results of Sharif and Lwee (2017), it showed that the
site location, service quality, service quality, size of the gas station, and
brand image are the elements that influence consumer choice for BHPetrol,
Caltex, PETRON, PETRONAS, and SHELL.

Related Literature in Location

According to Setyoningrat et al. (2019), customers receive
customized experience with purchase decisions based on the placement of
petrol stations. The results of this study point to the positive and significant
influence that locations, facilities, and services have on consumer choice
and satisfaction. Purchase decisions have a positive and significant impact
on customer satisfaction. Another equally important factor is the situational
aspect of the customer’s satisfaction, which significantly influences behavior
and purchasing choices and makes it easy to transfer to rival products or
services.
Based on the research of Cheng and Zougmore (2018), more gasoline
stations across the country is one of the three service characteristics that
make up their efficiency dimension (gas stations density). Because there
are more gas stations nationwide, less time is wasted searching for the
nearest one. When there are more gas stations available and nearby,
customers are happier.
In accordance with Abbas (2019), 65% of consumers typically prefer
less congested gas stations. He questioned the respondents about their
typical actions when they need fuel but the gas station is busy. This is a
hypothetical query. Being out of fuel does not necessarily indicate that one
cannot operate a car. However, it refers to a time when fuel is about to run
out or when someone has a fuel purchase planned. 65% of responders
move on to less crowded stations from such ones. However, 35% of
respondents say they favor certain stations because others choose them.

25
 In the study of Sharif and Lwee (2017), they asserted that the most
important factors differ from different stations. The results show that for
BHPetrol, Caltex, PETRON, PETRONAS, and SHELL, respectively, site
location, service quality, service quality, size of the gas station, and brand
image are the factors that impact consumer choice.
According to Qomariah et al. (2019), they discovered that facilities,
service quality, and location all had a significant impact on customer
satisfaction. The results of the T test showed that customer satisfaction at
the Tanggul Kulon Jember gas station was partially influenced by the
variable service quality, amenities, and location.
Based on Siddique and Jalil (2018), the results of the exploratory
research reveal that the sales of gas stations are higher in metropolitan
areas and along highways, suggesting that a gas station’s geographic
location plays a significant role in determining its performance. The
regression findings show that a gas station’s profitability rises as its size
increases, and that there is a nonlinear relationship between the profitability
of a gas station and the distance variable.
According to the study of Onyeizugbe et al. (2018), the extent of the
association between location and service sustainability of particular gas
stations was precisely discovered by the study. The study found a strong
correlation between these gas stations’ locations and their capacity to
maintain their services. Their study concluded that, in order to increase the
sustainability of these gas stations, relevant regulatory organizations
should enforce compliance with the Department of Petroleum Resources’
laws and regulations regarding the location of these stations throughout the
state.

Related Literature in Loyalty

As a result of the study of Tiasanty, L., et al (2019), customer
satisfaction and its effects on customer loyalty at PT are influenced by the
quality of the service, the quality of the products, and the brand’s
reputation. It can be said that service quality has a positive and significant
impact on customer satisfaction, product quality has a positive and

26
significant impact on customer satisfaction, brand image has a positive and
significant impact on customer satisfaction, service quality has a positive
and significant impact on consumer loyalty, and brand image has a positive
and significant impact on consumer loyalty.
According to Mgiba, F. M., et al (2020), many industries, like the fuel
industry in South Africa, use loyalty programs extensively. There hasn’t
been much research in academia on how loyalty programs, consumers’
perceptions of value and pleasure, and customers’ ultimate behavioral
intentions relate to the petroleum industry. This study set out to investigate
how South African students felt about the following topics: the worth of
rewards for membership in loyalty programs, how their perceptions affected
their satisfaction with the fuel brand, how their satisfaction affected their
loyalty to the fuel brand, and how their satisfaction and loyalty affected
their intention to keep purchasing from the same brand.
Based on the study of Niazi et al. (2021), they looked at the
characteristics of brand equity in respect to marketing mix components.
These factors include brand loyalty, perceived quality, and awareness. The
study has discovered that brand equity and brand loyalty have the largest
correlation. They quoted Oliver’s definition of brand loyalty which is the
consumer’s decision or commitment to purchase the product both now and,
in the future, regardless of the environmental pressures placed on them to
switch brands. It is mentioned in their study that brand loyalty is a major
determinant of consumers’ decisions to stick with the brand and refuse to
adapt.

Synthesis of the Reviewed Literature and Studies

The researchers used the aforementioned review of related literature
to serve as evidence and support in the study that product quality and
service quality has a major impact on customer’s repeat purchase intent.
Customers who obtain subpar items are likely to stop doing business with
the same company, whereas those who receive satisfactory goods are likely
to continue doing so. Similar to that, service quality affects customer
satisfaction, and happy customers are more inclined to make repeat
purchases from the same business.

27
 Petrol service stations are similar in many aspects, but in order to
stand apart from the competition, some things need to be different. The
performances of the enterprises are a common distinction among all
industries, including the petroleum fuel industry. Based on the review
literature above, performance has a positive impact on product quality and
is crucial to total customer happiness. Pricing can also make a gas station
stand out. Some consumers could be price sensitive. Some consumers
associate high prices with premium goods, while others associate low prices
with poor product quality. On the other hand, some customers shop for
discounts and disregard the overall quality of the products they buy.
However, there are also some customers that choose a business because
they believe that the price is reasonable for the caliber of the goods they
offer. The various conclusions mentioned above provide backing that pricing
influences how customers perceive and get satisfied with the quality of
products. The petroleum fuel sector also places a high value on
conformance since it demonstrates that the goods being sold by the
companies meet their requirements and the necessary production,
technical, and/or safety standards. The aforementioned studies support the
idea that conformity has an impact on consumer expectations and
satisfaction with product quality.
In order to compete in the competitive market and boost profits,
petrol service stations also provide other goods and services. The
aforementioned review of related literature provides evidence that gas
stations that offer conveniences like clean restrooms, food products, and
value-added services like oil changes, free air, maintenance, etc. attract
more customers to patronize them, therefore, the researchers added
convenience as a factor that affects service quality. In addition, discounting
is used by the gas station to boost sales. Discount has a positive And
significant effect on customer loyalty to a product. Based on the related
literature gathered by the researchers, discount has received good
customer feedback on the caliber of its services. Furthermore, employees’
empathy also has a positive effect on customer satisfaction. When
employees show respect and concern for customers’ needs, customer
satisfaction is increased. The aforementioned literature can support the

28
study since they provide conclusions that show hiring empathetic
employees leads to positive feedback on service quality of gas stations.
Customers’ repeat purchase intent are affected by various factors,
including brand image, location, loyalty, etc. Most of the customers consider
a gas station’s brand image since it has an impact on the perceived quality
of its products and customer’s repeat purchase intent. Similar to what was
stated in the literature above, it is asserted that brand image has a
significant impact on customer satisfaction that will lead to customers
repeat buying. When choosing a gas station, many customers also take
location into account. Customers consider how close and accessible gas
stations are, and they are more inclined to use those that are convenient
and nearby. The relevant research mentioned above provides evidence that
customers’ preferences are influenced by the placement of gas stations.
Along with that, recurring purchases are influenced by customer loyalty.
The research team’s investigations provide credence to the notion that
when gas stations reward loyal customers with discounts or other benefits,
they are more likely to be patronized by the same customers again.

29
 Chapter 3
RESEARCH METHODOLOGY

In this chapter, the research design that was used for the research
conducted is presented. The researchers included the sampling technique
that was used as well.

Research Design
The researchers used a Descriptive Correlational design in this study.
It was utilized since the research design is used to compare potential causes
for observed differences found among existing groups. It is a general
procedure employed in this type of research.

Research Respondents

The researchers were able to gather information from the customers of

petrol stations along Tandang Sora Avenue in Quezon City according to their
profile such as age, type of vehicle and Preferred gasoline stations and set
of questions that are necessary and are aligned to the chosen topic.

Population and Sampling of the Study

The respondents are selected through Purposive sampling techniques
considering the population is hard to access due to the fact that respondents
are selected based on the required characteristics of the respondents and
conditions to participate. The sample may not be representative of other
factors, such as age and gender, and the results may be useful but are
subject to severe bias because individuals who choose to participate may
differ from those who decide. The number of people the researchers have
access to “purposive” as you get in contact with more people. Thus, only
subjective customers of gasoline stations along Tandang Sora Avenue in
Quezon City will be our respondents to this study. For the sample size, the
researchers observed the average number of vehicles passing along
Tandang Sora Avenue from 10:00 in the morning until 12:00 in the
afternoon, which resulted in the average of 161 vehicles along Tandang

30
Sora Avenue. After the observation of the researchers, they came up to 161
customers which will be the final number of respondents. The researchers
will conduct a survey of customers of Petrol Service stations along Tandang
Sora in Quezon City.

Research Environment
The Researchers choose to gather data and information on the
customers of Petrol Stations along Tandang Sora Avenue in Quezon City. It
has seven petrol stations which are Shell Gas Station, GALAXi Petroleum
Fuel Inc., Petron Gas Station, AVPRIME GAS HUB, Seaoil Gas Station,
Phoenix Gas Station, and Caltex – Classic Star Gasoline Service Station LN.
In this location, there are many establishments and different firms, such as
public and private schools, churches, Supermarkets, convenience stores
and hospitals.

Research Instrumentation

The instrument of this study is a survey questionnaire for gathering

the data from the respondents. Before the researchers conducted their
survey, they consulted with the experts to validate the questionnaire. The
researchers’ questionnaire has 3 parts, and it includes part 1 which is the
background information of the respondents or demographic profile which
contains age, vehicle type and preferred gasoline station, followed by part
2 which is the product quality and service quality questions, and lastly, part
3 which is the repeat purchase intention questions. The researchers
accumulated 10 respondents for reliability testing and it was utilized to
measure the internal consistency (reliability) of the researcher’s
questionnaire. The researchers rely on their own judgment and based it on
the required characteristics and condition of the respondents to choose a
customer of petrol service stations along Tandang Sora Avenue in Quezon
City. They also employed a reliability test for the questionnaire before the
survey was conducted. The researchers will be gathering the data
measuring the answer through a scale of 1 to 5. Wherein 5 means that the
respondents “strongly agree”, 4 they “agree”, 3 for “neutral”, 2 “disagree”

31
and lastly 1 is “strongly disagree” to the statement. However, for checking
the quality of the content of the questionnaires, the researchers asked the
statistician to evaluate and check the variables.

Validation of Instrument
The researchers craft their survey questionnaire from the
demographic profile followed by the variables and each domain. After
crafting the questionnaire, the researcher shall subject the instrument for
validation purposes. Before administering the questionnaire, it shall
undergo face validity where the questionnaire shall be assessed by a group
of panel members or the experts who will check its content and structure
after which, the researcher shall administer the questionnaire for field out
test for the purpose of reliability test. The questionnaire shall be responded
by other groups of individuals from different locales to check the
generalizability of the instrument. The level of reliability of the
questionnaire shall be computed through Cronbach’s Alpha Test of
reliability.

Reliability Test

Reliability Statistics
Cronbach’s Alpha N of Items
.951 45
Table 1. Reliability Test

Research Procedure
The researchers brainstorm to formulate a title with complete
information such as rationale, review of related literature to support the
study, followed by the citations to credit the authors. These are followed by
constructing chapter 1 to 3. The researchers constructed a survey
questionnaire to be used in gathering data from the selected respondents.
The survey questionnaire was checked and approved by the research
adviser. Right after the validation of the survey questionnaire, the

32
researchers conducted and distributed the questionnaire to the
respondents. After the respondents answered, the researchers retrieved
them and handed over the results to the statistician for analysis. Before the
researchers conducted the data gathering procedure, preparations are
needed to be done. The first thing that the researchers would need to do is
to brainstorm and draft out a number of possible questions and statements
relating to every variable. Then, the researchers selected what factors are
related to the given parameter and eliminate what cannot. After finalizing
the draft for the questionnaire, the researchers will need to consult a
grammarian or technical adviser to check the survey and planned
procedures to make sure that the format is correct and that the statements
are in line with the statement of the problem. After the draft questionnaire
has been validated, the researchers consulted with a statistician to go over
what statistical treatment and formula are appropriate to use for the given
data. After the adviser has verified it and the intent of the researchers were
approved by the Center of Research and Development, the researchers are
then allowed to distribute the survey questionnaires to the respondents.
After the respondents are done answering, the next procedure is to analyze
the data given.

Data Gathering Technique

This part of the study determines the processes of data gathering
techniques utilized by the researcher. Gathering of data can be done
through the Survey Questionnaire – Researcher-made, Standardized

Statistical Treatment
The researchers’ data processing and statistical treatment in data
gathering are Pearson Correlation Coefficient, Regression analysis,
Cronbach’s alpha, Weighted mean and Standard Deviation. Cronbach’s
alpha was utilized to measure the internal consistency (reliability) of the
researcher’s questionnaire for the level of brand quality, service quality and
repeat purchase intention. Pearson Correlation Coefficient r is a parametric
test that measures the strength of the correlation between two continuous

33
variables. In this study, Pearson correlation was used to determine the
correlation between the perceived level of product quality and service
quality of petrol service stations. Regression analysis is a powerful statistical
method that allows you to examine the relationship between two or more
variables of interest. In this study, regression analysis was utilized to test
the significant positive effect of product quality and service quality on repeat
purchase intention. Weighted mean was also utilized to determine the
theoretically expected outcome where each outcome has a different result
of significant perceived level of product quality and service quality on repeat
purchase intention. While the standard deviation is used to define sample
data characteristics and provide an interpretation of the findings of data
analysis.

LIKERT SCALE WEIGHTED MEAN

SCALE WEIGHTED MEAN INTERPRETATION

5 4.20 – 5 Strongly Agree

4 3.40 – 4.19 Agree

3 2.60 – 3.39 Neither Agree nor Disagree

2 1.8 – 2.59 Disagree

1 1.00 – 1.79 Strongly Disagree

Table 2. Likert Scale

34
 Chapter 4

PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA

This part presents the results of the study after the analysis of data
gathered by the researcher in crafting this research paper.

QUANTITATIVE RESEARCH:
Data in this research are presented in a tabular form. Arrangement
of their presentation shall be based on how the statement of the problem is
structured. If the first question begins with profiling the personal variables
of the study, then the first table shall be about the profile as well. The
analysis of data utilizes statistical tools to determine the level of acceptance
of the test of significant difference and relationship between and among
variables to arrive at specific results. After the presentation and analysis of
data from tabular information, interpretation shall be made. The researcher
must draw conclusions from the interpretations about what the data
suggest in terms of the hypotheses given at the start of the research.
1. What is the demographic profile of the respondents?
Frequency Percent
Age
30 years old and below 58 36.0
31-40 years old 53 32.9
41-50 years old 41 25.5
51 years old and above 9 5.6
Type of Vehicle
Public Vehicle 49 30.4
Private Vehicle 36 22.4
Delivery Vehicle 27 16.8
Motorcycle 49 30.4
Gas Station
Shell Gas Station 27 16.8
AVPRIME GAS HUB 7 4.3
Caltex – Classic Star Gasoline Service Station LN 26 16.1
GALAXi Petroleum Fuel Inc. 26 16.1
Seaoil Gas Station 26 16.1
Petron Gas Station 27 16.8
Phoenix Gas Station 22 13.7
Table 3. Demographic Profile

35
 As shown in the table above, there are 58 respondents (36%) aged
30 years old and below, 53 respondents (32.9%) are aged 31-40 years old,
41 respondents (25.55%) are aged 41-50 years old, and 9 respondents
(5.6%) are age 51 years old and above.

Majority of the respondents’ type of vehicle drove are public vehicles

(30.4%) and motorcycles (30.4%).

36
 The respondents preferred to fill their gas tank to Shell Gas Station
(16.8%) and Petron Gas Station (16.8%), followed by Caltex – Classic Star
Gasoline Service Station LN (16.1%), GALAXi Petroleum Fuel Inc. (16.1%),
Seaoil Gas Station (16.1%), and Phoenix Gas station (13.7). Only few fill
their gas tank at AVPRIME GAS HUB (4.3%).

According to an article of Jet et al. (2019), any driver must take fuel
into account; whether its determining which cars are the most fuel-efficient
or just scheduling service station stops while on the road, the need for fuel
cannot be avoided. The “Big 3,” which consist of Petron Corporation,
Pilipinas Shell, and the Department of Energy, control more than half of the
Philippine oil market, with a combined market share of about 52.82% as of
2018. Petron Corporation is the country’s top fuel and oil provider. As of
2018, Petron Corporation had a market share of 27.08%. Meanwhile, with
a market share of 18.50% as of 2018, Pilipinas Shell Petroleum Corporation
is the similarly large petroleum business in the Philippines. The business
operates more than a thousand gas stations across the country where it
distributes fuels like Shell V-Power and Shell Fuel Save.

37
2. What is the significance level of product quality?

The table below shows the responses of the respondents on their

significance level of product quality in terms of performance, conformance
and pricing.

1 2 3 4 5 N M SD Interpretation
of the Mean
Performance

1. The petrol/gasoline station 1 2 20 80 58 161 4.19 .75 Agree

has great inventory performance

maintaining the natural quality of
their products.
2. The products of the 0 2 20 77 62 161 4.24 .71 Agree

petrol/gasoline station are of

excellent quality and operate well.
3. The petrol/gasoline station’s 2 1 30 68 60 161 4.14 .83 Agree

operations meet customer

expectations.
4. Customers feel more power 1 3 48 53 56 161 3.99 .88 Agree

behind the wheel after being filled

with the petrol brand.
5. Engine oil from the 0 2 31 65 63 161 4.17 .78 Agree

petrol/gasoline station has good

quality for the engine.
Conformance
1. The products offered are 0 4 26 79 52 161 4.11 .76 Agree

reasonably priced.
2. Customers feel great with their 2 4 24 85 46 161 4.05 .80 Agree

decision to buy petrol at the

petrol/gasoline station because of
its rational price dimension.
3. The price enables customers to 2 8 41 65 45 161 3.89 .92 Agree

maximize their budget.

4. The petrol/gasoline station is 5 5 43 67 41 161 3.83 .95 Agree

cheaper relative to other ones.

5. The petrol/gasoline station has 2 3 38 79 39 161 3.93 .81 Agree

a stable product price system

38
 Pricing
1. The petrol/gasoline station's 1 5 48 61 46 161 3.91 .87 Agree
merchandise complies with the
requirements for high-quality
products.
2. The fuel of the 2 7 36 79 37 161 3.88 .85 Agree
petrol/gasoline station is more
efficient than other providers.
3. The petrol/gasoline station's 2 1 46 69 43 161 3.93 .83 Agree
fuel improves the acceleration
and condition of vehicles.
4. The petrol/gasoline station 1 9 38 65 48 161 3.93 .90 Agree
has proper emergency
management.
5. The petrol brand is 4 12 49 49 47 161 3.76 1.03 Agree
recommended by an engine
specialist/workshop technician.
Table 4. Significance level of product quality

In terms of performance, the item "2. The products of the

petrol/gasoline station are of excellent quality and operate well. "(M=4.24
SD=0.71), followed by the items "1. The petrol/gasoline station has great
inventory performance maintaining the natural quality of their products."
(M=4.19, SD=0.75), "5. Engine oil from the petrol/gasoline station has
good quality for the engine. " (M=4.17, SD=0.78), and "3. The
petrol/gasoline station’s operations meet customer expectations." (M=4.14,
SD=0.83). The item "4. Customers feel more power behind the wheel after
being filled with the petrol brand. " (M=3.99, SD=0.88) got the lowest
mean score. All of the mean of the indicators are interpreted as “agree”.

In terms of conformance, the item "1. The products offered are

reasonably priced. "(M=4.11 SD=0.76) got the highest mean score,
followed by the items "2. Customers feel great with their decision to buy
petrol at the petrol/gasoline station because of its rational price
dimension. "(M=4.05 SD=0.8), "5. The petrol/gasoline station has a stable
product price system."(M=3.93 SD=0.81) and third "3. The price enables
customers to maximize their budget."(M=3.89 SD=0.92). the item "4. The
petrol/gasoline station is cheaper relative to other ones. "(M=3.83
SD=0.95), got the lowest mean score.

39
 In terms of pricing, the item "4. The petrol/gasoline station has
proper emergency management." (M=3.93 SD=0.9) got the highest mean
score, followed by "3. The petrol/gasoline station's fuel improves the
acceleration and condition of vehicles. "(M=3.93 SD=0.83), "1. The
petrol/gasoline station's merchandise complies with the requirements for
high-quality products. "(M=3.91 SD=0.87), and "2. The fuel of the
petrol/gasoline station is more efficient than other providers. "(M=3.88
SD=0.85). the item "5. The petrol brand is recommended by an engine
specialist/workshop technician."(M=3.76 SD=1.03), got the lowest score.

The summary of the computed means of all the items for each
domain of product quality are shown in the table below. The overall score
for each variable was obtained by averaging the response to the appropriate
items.

N Mean SD Interpretation
of the Mean
Performance 161 4.15 0.65 Agree
Conformance 161 3.96 0.67 Agree
Pricing 161 3.88 0.73 Agree
Product Quality (Overall) 161 4.05 0.54 Agree
Valid N (Listwise) 161
Table 5. Overall significance level of product quality

The overall computed means for significance level of product quality

is 4.05. Moreover, among the three domains, performance (M=4.15,
SD=.65) got the highest mean score, while pricing got the lowest mean
score of 3.88.

In the study of Widianti et al. (2019), customer preference at PT

Sriwijaya Bara Priharum is positively and significantly impacted by product
quality. This indicates that customer satisfaction will rise as long as clients
receive fuel in good condition and in compliance with the established
contract. Customer experience at PT Sriwijaya Bara Priharum is significantly
and favorably impacted by price perception.

40
 3. What is the significance level of service quality?

The table below shows the responses of the respondents on their

significance level of service quality in terms of convenience, discounts,
empathy.

Interpretation
1 2 3 4 5 N M SD of the Mean
Convenience
1. The information about the 2 8 31 58 62 161 4.06 .94 Agree
services that are offered by the
petrol/gasoline station is easily
accessible.
2. The petrol/gasoline station 3 10 48 49 51 161 3.84 1.01 Agree
provides a variety of value-added
services (oil change, free air,
maintenance, etc.).
3. In addition to gas, the 25 31 53 27 25 161 2.98 1.27 Neutral
petrol/gasoline station also sells
food, beverages, and other goods.
4. The restrooms at the 4 9 53 48 47 161 3.78 1.01 Agree
petrol/gasoline station are clean and
maintained.
5. The petrol/gasoline station 3 2 14 57 85 161 4.36 .84 Agree
operates 24/7.
Discounts
1. The discounts at the 12 22 54 39 34 161 3.38 1.18 Neutral
petrol/gasoline station are
attractive.
2. The petrol/gasoline station does 22 31 44 42 22 161 3.07 1.25 Neutral
contests with useful prizes (car
essentials, free coffee, free car
wash, or coupons to be used at
convenience stores).
3. The petrol/gasoline station has a 22 47 43 24 25 161 2.89 1.27 Neutral
partnership with other companies
(grab drivers, snr member, landers
member) that provides another
discount.
4. The loyalty card gives reasonable 19 16 59 34 33 161 3.29 1.24 Neutral
accumulative points to redeem
compared to other brands.
5. The use of a specific credit 20 18 52 38 33 161 3.29 1.26 Neutral
card/e-wallet card gives value either
rebate or off price (% discount).

41
Empathy
1. The employees at the 1 1 15 56 88 161 4.42 .74 Agree
petrol/gasoline station are friendly.
2. The staffs at the petrol/gasoline 1 2 9 51 98 161 4.51 .72 Agree
station deliver respect and
communicate clearly with their
customers.
3. The crew care about addressing 0 2 18 60 81 161 4.37 .73 Agree
and fulfilling the needs of their
clients.
4. The employees are helpful and 0 2 19 58 82 161 4.37 .74 Agree
reliable.
5. The employees listen and pay 0 0 17 45 99 161 4.51 .68 Agree
attention to their customers.

Table 6. Significance level of service quality in terms of convenience,

discounts, and empathy

In terms of convenience, the item "5. The petrol/gasoline station

operates 24/7. "(M=4.36 SD=0.84) got the highest mean score, followed
by the items "1. The information about the services that are offered by the
petrol/gasoline station is easily accessible." (M=4.06 SD=0.94), "2. The
petrol/gasoline station provides a variety of value-added services (oil
change, free air, maintenance, etc.). "(M=3.84 SD=1.01), and "4. The
restrooms at the petrol/gasoline station are clean and maintained."(M=3.78
SD=1.01). The item "3. In addition to gas, the petrol/gasoline station also
sells food, beverages, and other goods. "(M=2.98 SD=1.27) got the lowest
mean score.

In terms of discount, the item "1. The discounts at the petrol/gasoline

station are attractive. "(M=3.38 SD=1.18) got the highest mean score,
followed by the items "4. The loyalty card gives reasonable accumulative
points to redeem compared to other brands. "(M=3.29 SD=1.24), "5. The
use of a specific credit card/e-wallet card gives value either rebate or off
price (% discount)." (M=3.29 SD=1.26), and "2. The petrol/gasoline station
does contests with useful prizes (car essentials, free coffee, free car wash,
or coupons to be used at convenience stores). "(M=3.07 SD=1.25). The
item "3. The petrol/gasoline station has a partnership with other companies
(grab drivers, snr member, landers member) that provides another
discount."(M=2.89 SD=1.27), got the lowest mean score.

42
 In terms of empathy, the item "2. The staff at the petrol/gasoline
station deliver respect and communicate clearly with their
customers."(M=4.51 SD=0.72) got the highest mean score, followed by the
items "5. The employees listen and pay attention to their
customers."(M=4.51 SD=0.68), "1. The employees at the petrol/gasoline
station are friendly."(M=4.42 SD=0.74), and "3. The crew care about
addressing and fulfilling the needs of their clients."(M=4.37 SD=0.73). the
item "4. The employees are helpful and reliable."(M=4.37 SD=0.74) got the
lowest mean score.

The summary of the computed means of all the items for each
domain of service quality are shown in the table below. The overall score
for each variable was obtained by averaging the response to the appropriate
items.

Interpretation
N M SD of the Mean
Convenience 161 3.80 0.69 Agree
Discounts 161 3.18 1.09 Neutral
Empathy 161 4.43 0.63 Agree
Service Quality (Overall) 161 3.81 0.59 Agree
Valid N (listwise) 161
Table 7. Overall significance level of service quality

The overall computed means for significance level of service quality

is 3.81. Moreover, among the three domains, empathy (M=4.43, SD=.63)
got the highest mean score, followed by convenience (M=3.80, SD=.69),
while discounts got the lowest mean score of 3.18, and was interpreted as
neutral.

According to Maharsi et al. (2021), they conclude three points as the

response to their research objective. First, customer satisfaction has a
positive impact on purchase intention rather than the quality of the service.
Second, the quality of the services provided has a favorable impact on client
satisfaction. Finally, consumer satisfaction effectively acts as a mediating
factor between the impact of service quality on the intention to purchase.

43
4. What is the significance level of repeat purchase intention?

The table below shows the responses of the respondents on their

significance level of repeat purchase intention in terms of brand image,
location and loyalty.

Interpretation
1 2 3 4 5 N M SD of the Mean
Brand Image
1. The positive location 2 7 32 79 41 161 3.93 .86 Agree
popularity of the petrol/gasoline
station encourages customers to
buy from it again.
2. Although there is another 2 7 34 75 43 161 3.93 .87 Agree
petrol/gasoline station nearby,
customers choose it because of
its price reputation.
3. Customers prefer this 2 9 40 65 45 161 3.88 .92 Agree
petrol/gasoline station since they
are more well-known.
4. It makes sense to purchase 1 7 46 60 47 161 3.90 .90 Agree
petrol from the petrol/gasoline
station because it has more
product credibility than others.
5. Customers chose the 0 13 43 63 42 161 3.83 .91 Agree
petrol/gasoline station because a
lot of people prefer the brand.
Location
1. The petrol/gasoline station 1 4 16 76 64 161 4.23 .78 Agree
has good visibility access points.
2. The petrol/gasoline station 0 1 25 75 60 161 4.20 .72 Agree
reduces the time spent on
searching for the nearest petrol
station open.
3. The petrol/gasoline station 2 9 58 40 52 161 3.81 1.00 Agree
has installed camera systems
that are clearly visible from key
areas.
4. Customers choose the 0 6 59 49 46 160 3.84 .89 Agree
petrol/gasoline station as a
result of other people
patronizing the station.
5. Customers chose the petrol 0 2 25 69 64 160 4.22 .75 Agree
gasoline station because it's
accessible.

44
 Loyalty
1. The excellent customer 0 0 31 69 61 161 4.19 .73 Agree
service and ability to meet
customer needs influenced
customers to repurchase their
products and services.
2. Promotional offers from the 5 8 37 62 49 161 3.88 1.00 Agree
petrol/gasoline station
persuades customers to buy
from them again.
3. The petrol/gasoline station 0 3 45 57 56 161 4.03 .84 Agree
has established a strong bond
with their customers.
4. The quality of the 0 2 34 68 57 161 4.12 .78 Agree
petrol/gasoline station’s
products and services is
encouraging customers to
recommend them to their
friends.
5. Customers will likely continue 1 3 31 63 63 161 4.14 .84 Agree
to use their products and
services even if their prices
change.

Table 8. Significance level of repeat purchase in terms of brand image,

location, and loyalty

In terms of brand image, the item "1. The positive location popularity
of the petrol/gasoline station encourages customers to buy from it
again."(M=3.93 SD=0.86) got the highest mean score, followed by "2.
Although there is another petrol/gasoline station nearby, customers choose
it because of its price reputation. "(M=3.93 SD=0.87), "4. It makes sense
to purchase petrol from the petrol/gasoline station because it has more
product credibility than others. "(M=3.9 SD=0.9), and "3. Customers prefer
this petrol/gasoline station since they are more well-known."(M=3.88
SD=0.92). The item "5. Customers chose the petrol/gasoline station
because a lot of people prefer the brand. "(M=3.83 SD=0.91) got the
lowest mean score.

In terms of location, the item "1. The petrol/gasoline station has good
visibility access points. "(M=4.23 SD=0.78) got the highest mean score,
followed by "5. Customers chose the petrol gasoline station because it's
accessible."(M=4.22 SD=0.75), "2. The petrol/gasoline station reduces the

45
time spent on searching for the nearest petrol station open."(M=4.2
SD=0.72), and "4. Customers choose the petrol/gasoline station as a result
of other people patronizing the station."(M=3.84 SD=0.89). Item "3. The
petrol/gasoline station has installed camera systems that are clearly visible
from key areas. "(M=3.81 SD=1) got the lowest mean score.

In terms of loyalty, item "1. The excellent customer service and

ability to meet customer needs influenced customers to repurchase their
products and services."(M=4.19 SD=0.73) got the highest mean score,
followed by the items "5. Customers will likely continue to use their products
and services even if their prices change. "(M=4.14 SD=0.84), "4. The
quality of the petrol/gasoline station’s products and services is encouraging
customers to recommend them to their friends. "(M=4.12 SD=0.78), and
"3. The petrol/gasoline station has established a strong bond with their
customers."(M=4.03 SD=0.84).

Item "2. Promotional offers from the petrol/gasoline station persuades

customers to buy from them again."(M=3.88 SD=1) got the lowest mean
score.

The summary of the computed means of all the items for each
domain of repeat purchase intention are shown in the table below. The
overall score for each variable was obtained by averaging the response to
the appropriate items.

Interpretation
N M SD of the Mean
Brand Image 161 3.8957 .74232 Agree
Location 161 4.0613 .65853 Agree
Loyalty 161 4.0720 .65098 Agree
Repeat Purchase Intention 161 3.9975 .53504 Agree
(Overall)
Valid N (listwise) 161
Table 9. Overall significance level of repeat purchase intention

46
 The overall computed means for significance level of repeat purchase
intention is 4.00. Moreover, among the three domains, loyalty (M=4.07,
SD=.65) got the highest mean score, followed by location (M=4.06,
SD=.66), while brand image got the lowest mean score of 3.90. all of the
domains were interpreted as agree.

Moreover, in the study of Chaiwong et al. (2019), the results of their

hypothesis 1 test showed that while repeat purchases by Thai-brand card
users were positively correlated with satisfaction with each of the four
marketing-mix components, repeat purchases by non-Thai-brand card
users were only positively correlated with their satisfaction with the process.
The happiness of the Thai brand card users with each of the four associated
marketing mix components was also favorably correlated with their
propensity to make additional purchases.

5. Is there a significant relationship between product quality and

service quality of petrol service stations?

To test the significance of the relation between product quality and

service quality, Pearson Product Moment Correlation was utilized.

Service
Quality
Convenience Discounts Empathy (Overall)
Brand Pearson Correlation .598** .377** .532** .656**
Image Sig. (2-tailed) .000 .000 .000 .000
N 161 161 161 161
Location Pearson Correlation .208** -.016 .419** .221**
Sig. (2-tailed) .008 .840 .000 .005
N 161 161 161 161
Loyalty Pearson Correlation .528** .377** .347** .563**
Sig. (2-tailed) .000 .000 .000 .000
N 161 161 161 161
Product Pearson Correlation .491** .218** .582** .535**
Quality Sig. (2-tailed) .000 .005 .000 .000
(Overall) N 161 161 161 161

Table 10. Test of Significant relationship between product quality and

service quality

47
 As presented in the table above, the overall correlation between
service quality and product quality are significant (r=.535, p-value=.000).
Moreover, there is a significant correlation between the domains of service
quality and product quality since the p-values are less than .05 level of
significance, except for the domain location and discount (r=-.016, p-
value=.840).

According to Mohammed et al. (2017), customer satisfaction was one

of the major topics in any service provider organizations. When a product
or service satisfies the needs and wishes of the customers, the customers
will be satisfied.

6. Is there a significant positive effect of product quality and service

quality on repeat purchase intention?

A multiple regression analysis was utilized to determine if product

quality and service quality has a significant positive effect on repeat
purchase intention.

Coefficientsz
Unstandardized Standardized
Coefficients Coefficients
Model B Std. Error Beta t Sig.
1 (Constant) .054 .121 .448 .655
Service Quality .153 .030 .168 5.121 .000
(Overall)
Product Quality .829 .033 .836 25.460 .000
(Overall)
a. Dependent Variable: Repeat Purchase Intention (Overall)
Table 11. Test of Significant positive effect of product quality and service
quality on repeat purchase intention

As presented in the table above, service quality (B=.153, p-

value=.000) and product quality (B=.829, p-value=.000) has a significant
positive effect on the repeat purchase intention. It implies that the higher
the perceived level of quality and product services, the higher the repeat
purchase intention.

48
 In accordance with Albari and Kartikasari (2019), customer loyalty is
influenced by a combination of factors, including price, customer
satisfaction, product and service quality, and all four. This is due to the fact
that improved product quality will raise consumer satisfaction, which in turn
encourages increased customer loyalty. The reason for this is that
customers always want to get a lot of value out of the purchases they make,
and one of the conditions for anything to have a lot of value is that the
customer's expectations of value will affect how satisfied they are with the
consumed good. This is consistent with what was proposed by Kotler and
Keller (2016) that service quality is a form and sum of characteristics of
goods and services in their abilities to satisfy or fulfill consumer needs. In
practice, a company can apply service quality by providing the best service
for its consumers for the purpose of customer satisfaction, which will then
solidify loyalty. Consumer loyalty then leads to repeat purchases.

49
 Chapter 5
SUMMARY OF FINDINGS, CONCLUSIONS AND RECOMMENDATIONS

In this chapter, the researchers would give a more specific thought

on the topics that would present the summary of findings, conclusions and
recommendations.

Summary of Findings
Based on the study, the data gathered of the following are found:
1. The demographic profile of the respondents.
- Majority of the respondents are aged 30 years old and below
comprising of 58 respondents (36%).
- Majority of the respondents drove public vehicles (30.4%) and
motorcycles (30.4%).
- Majority of the respondents preferred to fill their gas tank to Shell
Gas Station (16.8%) and Petron Gas Station (16.8%).

2. Significance level of product quality.

- The significance level of product quality is 4.05. Moreover, among

the three domains, performance (M=4.15, SD=.65) got the
highest mean score, while pricing got the lowest mean score of
3.88.

3. Significance level of service quality.

- The significance level of service quality is 3.81. Moreover, among

the three domains, empathy (M=4.43, SD=.63) got the highest
mean score, followed by convenience (M=3.80, SD=.69), while
discounts got the lowest mean score of 3.18, and was interpreted
as neutral.

4. Significance level of repeat purchase intention.

- The level of repeat purchase intention is 4.00. Moreover, among

the three domains, loyalty (M=4.07, SD=.65) got the highest
mean score, followed by location (M=4.06, SD=.66), while brand

50
 image got the lowest mean score of 3.90. all of the domains were
interpreted as agree.

5. Significant relationship between product quality and service quality

of petrol service stations.

- In terms of the overall correlation between service quality and

product quality are significant (r=.535, p-value=.000). Moreover,
there is a significant correlation between the domains of service
quality and product quality since the p-values are less than .05
level of significance, except for the domain location and discount
(r=-.016, p-value=.840).

6. Significant positive effect of product quality and service quality on

repeat purchase intention.

- In terms of the Service quality (B=.153, p-value=.000) and

product quality (B=.829, p-value=.000) has a significant positive
effect on the repeat purchase intention. It implies that the higher
the perceived level of quality and product services, the higher the
repeat purchase intention.

Conclusions
Based on the results of the analysis, the researchers conclude as
follows:
1. Many drivers and riders of public vehicles and motorcycles around
ages 30 and below frequently patronize Shell Gas Station and Petron
Gas Station among the petrol service stations along Tandang Sora
Avenue.
2. Customers consider the overall product quality of the petrol service
stations along Tandang Sora Avenue to be good.
3. Customers are satisfied with employees’ empathy and the
convenience offered to them by the petrol service stations along
Tandang Sora Avenue. However, the customers are neither satisfied
nor dissatisfied with the discounts offered to them by the particular
gas stations.

51
 4. Petrol service stations’ customers are willing to make further
purchases from their preferred gas stations.
5. There is a significant relationship between product quality and service
quality of petrol service stations.
6. There is a significant positive effect of product quality and service
quality on repeat purchase intention. The researchers conclude that
customers are more inclined to frequent gas stations with
outstanding service and product quality and customers will be less
likely to patronize gas stations with bad service and subpar goods.

Recommendations
In view of the following findings and conclusions, the following are
recommended:
1. The researchers suggest that Caltex - Classic Star Gasoline Service
Station LN, Seaoil Gas Station, Phoenix Gas Station, GALAXi
Petroleum Fuel Inc., and AVPRIME GAS HUB to build on around the
domains that affect customers’ repeat purchase intent to catch up in
the competition.
2. The gas stations should further and simultaneously improve their
product and service quality to retain customers.
3. The researchers suggest that gas stations consider proposals from
both customers and employees, such as offering additional and
better discounts to encourage repeat purchases in certain gas
stations.
4. Maintaining a gas station's cleanliness and aesthetic appeal is
necessary since it also greatly affects customer satisfaction.
5. Gas stations should adapt to meet client expectations and find
creative solutions to problems that they encounter. In order to
improve small and new gas stations and remain competitive in the
market, they should develop and leverage their competitive
advantages.
6. Because repeat purchase intention is most strongly influenced by
consumer loyalty, gas stations should work to maintain their
customers' loyalty. In addition to that, gas stations should place their

52
 stations strategically to make them accessible and easy to find. Given
that brand image is ranked the lowest, the researchers advise gas
stations to improve all of their services and goods to increase their
brand image and retain customers.
7. Since the results indicate that the prices have the lowest mean, the
researcher advises sticking at low prices while encouraging
customers about the gas station's good performance.

53
 REFERENCES:
Abbas, A. Why people prefer different fuel stations and major attributes
changing their purchase decision (Doctoral dissertation, University of the
Punjab Lahore, Pakistan)

Albari, A., & Kartikasari, A. (2019). The influence of product quality, service
quality and price on customer satisfaction and loyalty. Asian Journal of
Entrepreneurship and Family Business, 3(1), 49-64.

Amron, A. (2018). The influence of brand image, brand trust, product

quality, and price on the consumer’s buying decision of MPV cars. European
Scientific Journal, ESJ, 14(13), 228.

Amudhan, S., & Arul, K. (2021). Impact Of Service Quality On Customer

Loyalty With Reference To Bharat Gas Agencies In. NVEO-Natural Volatiles
& Essential Oils Journal| NVEO, 279-286.

Asghari, R. (2016). A Case Study To Examine The Impact of Service Quality

on Alborz Province Gas Station Customers’ Loyalty. Indian Journal of
Fundamental and Applied Life Sciences ISSN: 2231– 6345

Arayata, M. C. (2018). DOE conducts random inspections of gas stations in

QC. Republic of the Philippines, Philippine News Agency.
https://www.pna.gov.ph/articles/1036376

Bahadur, W., Aziz, S., & Zulfiqar, S. (2018). Effect of employee empathy
on customer satisfaction and loyalty during employee–customer
interactions: The mediating role of customer affective commitment and
perceived service quality. Cogent Business & Management, 5(1), 1-21.

Bahadur, W., Khan, A. N., Ali, A., & Usman, M. (2020). Investigating the
effect of employee empathy on service loyalty: The mediating role of trust
in and satisfaction with a service employee. Journal of Relationship
Marketing, 19(3), 229-252.

Chaiwong, P., & Koontawee, P. (2019). Relationship of Loyalty-Card

Communication Process and the Repeat Purchase in Petrol Service Station
Business: A Comparative Study of Thai and Non-Thai Brands in Bangkok.
Journal of Promotional Communications, 7(1).

Cheng, K. H., & Zougmore, O. Exploring the Importance and Satisfaction of

the Key Services in Gasoline Stations: A Study on Chinese Petroleum and
Chemical Corporation (CPC) and Formosa Petrochemical Corporation (FPC).
In Würzburg International Business Forum International Business
Conference 2018 (p. 47).

54
DAM, S. M., & DAM, T. C. (2021). Relationships between service quality,
brand image, customer satisfaction, and customer loyalty. The Journal of
Asian Finance, Economics and Business, 8(3), 585-593.

Deriquito, J. (2022). Top 8 underrated gas stations you have to check out.
Autodeal.https://www.autodeal.com.ph/articles/car-features/top-8-
underrated-gas-stations-you-have-checkout

Diputra, I. G. A. W., & Yasa, N. N. (2021). The influence of product quality,

brand image, brand trust on customer satisfaction and loyalty. American
International Journal of Business Management (AIJBM), 4(1), 25-34.

Fonna, A., Adam, M., & Putra, T. R. I. (2022). The Effect of Perceived Retail
Service Quality, Emotional Value, and Image on Customer Loyalty at Public
Gas Stations (SPBU) In Banda Aceh City: Customer Satisfaction as an
Intervening Variable.

Hoe, L. C., & Mansori, S. (2018). The effects of product quality on customer
satisfaction and loyalty: Evidence from Malaysian engineering industry.
International Journal of Industrial Marketing, 3(1), 20.

Ismayir, D. & Dawood, L. (2019). Analytical Study of Gasoline Quality

Properties Affecting on Environms_Conformityent and Its Conformity with
Specifications.

Jawneh, S., & Manneh, M. (2020). Service Quality Determinants of

Electricity Consumers in The Gambia. European Journal of Business and
Management Research, 5(4).

Khoironi, T. A., Syah, H., & Dongoran, P. (2018). Product quality, brand
image and pricing to improve satisfaction impact on customer loyalty.
International Review of Management and Marketing, 8(3), 51.

Lal, A. K., & Hareez, N. A. (2021). A Study On Customer Relationship

Management In Shell Petrol Bunk With Special Reference To (Padi) Chennai.
Annals of the Romanian Society for Cell Biology, 25(6), 14337-14345.

Lin, Y., Liang, B., & Zhu, X. (2018). The effect of inventory performance on
product quality: The mediating effect of financial performance. International
Journal of Quality & Reliability Management.

Lolo, P. J. (2020). Study the effects of corporate image, service quality and
price perceptions on customer satisfaction and purchase loyalty (A survey
on Pertamina in South Sulawesi province). European Journal of Business
and Management Research.

Maharsi, A. R., Njotoprajitno, R. S., Hadianto, B., & Wiraatmaja, J. (2021).

the effect of service quality and customer satisfaction on purchasing

55
intention: A case study in Indonesia. The Journal of Asian Finance,
Economics and Business, 8(4), 475-482

McMartin, D. W., & Ribeiro, L. F. (2019). A methodological framework for

sustainable development with vulnerable communities. African Journal of
Science, Technology, Innovation and Development, 11(2), 133-139.

Mgiba, F. M., & Madela, K. (2020). South African fuel industry, customer
perceptions and satisfaction, and their impact on customer loyalty and
repurchase intention. Journal of Contemporary Management, 17(1), 16-40.

Mohammed, G. O., Hasaballah, A. H. A., Almohaimmeed, B. M., & Al-Tit, A.

(2017). The impact of product performance on brand loyalty mediated by
customer satisfaction: Study in Sudanese service industry. International
Journal of Advanced and Applied Sciences, 4(1), 116-122.

Mohammed, N. H., Abdullah, S., Salleh, S. M., Rashid, K. M., Hamzah, S.

F. M., & Sudin, N. (2017). Relationship among service and product quality,
and price in establishing customer satisfaction. Journal of Applied
Environmental and Biological Sciences, 7(5), 45-50.

Naksomphan, A., & Chomraka, I. (2020). Effect of competitive advantage

and service quality toward decision to select gas station, Muang district,
Uttaradit province (Doctoral dissertation, Uttaradit Rajabhat University).

Nechipurenko, D. (2019). Value of customer loyalty programs for

consumers.

Niazi, N., Rashid, M., & Shamugia, Z. (2021). Role of Marketing Mix (4Ps)
in Building Brand Equity: Case Study of Shell Petrol, UK. International
Journal of Applied Business and Management Studies, 6(1), 2021.

Onyeizugbe, C. U., Orogbu, O. L., Onyilofor, T. U., & Ugbomhe, O. U.

(2018). Business development and sustainability of selected petrol stations
in Anambra state of Nigeria. African Journal of Business Management,
12(1), 11-20.

Petrosoft News (2021). 4 Secrets to a Successful Gas Station

Purohit, S., & Jain, A. K. (2020). Evolution of Fuel Retail in India Vis-a-vis
Indian Customer: Shift in Consumer Behavior. International Journal of
Management, 11

Qomariah, N., & Rahayu, J. (2019). The influence of quality of service,

facilities and location of customer satisfaction. Prosiding ICOGISS 2019,
910-919

Riseetyawan, A., & Sari, A. E. (2022). The Effect Of Facilities And Service
Quality On Customer Satisfaction Of Gas Station In Setu Bekasi, West Java.

56
Marginal: Journal Of Management, Accounting, General Finance And
International Economic Issues, 1(2), 27-36.

Risnawati, H., Sumarga, H. E., & Purwanto, S. (2019). The Effect of Service
Quality Prices and Location of Companies to Customer Satisfaction
Implications on Customer Loyalty. International Review of Management and
marketing, 9(6), 38.

Ruckdaschel, J. D. (2020). The influence of gasoline prices and

consideration sets on the fuel economy of new vehicle sales (Doctoral
dissertation, Massachusetts Institute of Technology).

Saad, N. M., & Wahid, A. Z. A. (2017). The Influence of Store Image and
Corporate Image on Customer Satisfaction: A Study in Petrol Station’s
Convenience Store Patronage in Malaysia. In Management International
Conference (pp. 619-631).

Šafranić, P., Petljak, K., & Naletina, D. (2017). The growing importance of
petrol stations as channels for expanding the retail services. Trade
Perspectives.

Setyoningrat, D., Arimbawa, I. G., & Damayanti, E. (2019, November). The

Influence Of Services, Facilities And Locations To Purchasing Decisions And
Customer Satisfaction On Warkop Dewa Sidoarjo. In Journal of World
Conference (JWC) (Vol. 1, No. 2, pp. 225-231).

Siddique, O., & Jalil, H. (2018). Exploring the Structure and Performance of
Petroleum Retail Outlets in Pakistan. The Pakistan Development Review,
223-247.

Sharif, S., & Lwee, X. Y. (2017, May). Measuring market share of petrol
stations using conditional probability approach. In AIP Conference
Proceedings (Vol. 1847, No. 1, p. 020014). AIP Publishing LLC.

Shukor, K. A. B. A. (2021). The Influence of Product Quality and Service

Quality on Brand Leadership: An Empirical Study of Petrol Station Outlet
Users.(A)

The Surprising Top 5 Reasons For Choosing Where We Buy Gas. (2021, May
11). Market Force. https://www.marketforce.com/blog/top-5-reasons-for-
choosing-where-we-buy-gas

Tiasanty, L., & Sitio, A. (2019). Analysis of the Effect of Service Quality,
Product Quality and Brand Image on Customer Satisfaction and Its
Implications on Consumer Loyalty Pt. Sharp Electronics Indonesia (Case
Study At Karawang Sharp Direct Service Station). International Journal of
Engineering Technologies and Management Research, 6(6), 197-212.

57
Vera, O. O. K. B. R. de. (2022, March 15). Oil firms set biggest increase in
fuel prices. INQUIRER.net. https://newsinfo.inquirer.net/1568337/oil-
firms-set-biggest-increase-in-pump-prices

Waluya, A. I., Iqbal, M. A., & Indradewa, R. (2019). How product quality,
brand image, and customer satisfaction affect the purchase decisions of
Indonesian automotive customers. International Journal of Services,
Economics and Management, 10(2), 177-193.

Widianti, A., & Sabar, M. (2019). The influences of product quality, service
quality and price perception on coal customer satisfaction of PT. Sriwijaya
Bara Priharum. International Journal of Innovative Science and Research
Technology, 4(12), 365-372.

Wiz-tec (2021). Gas Station Bathrooms: Best Practices and Why You Should
Care

Zhang, Z. (2021). Relevance of Marketing Strategies for Gas Stations in

China–An Analysis Using SPSS. Proceedings of Business and Economic
Studies, 4(6), 53-60.

58
APPENDICES:
Research Title Proposal Form (Form 3)

59
60
61
62
Validation of Research Instrument (Form 9)

63
64
65
66
Evaluation form (Form 10)

67
68
69
70
71
72
Agreement Form: Permission for Statistical Services

73
Statisticians Certificate

74
 Survey Questionnaire

Good day! We, the 3rd year students of Dr. Carlos S. Lanting College, taking Bachelor of Science
in Business Administration are conducting a survey entitled: “Product Quality, Service Quality and Repeat
Purchase in Petrol Service Stations Along Tandang Sora Avenue in Quezon City” as part of our course requirement
for Business Research. The researchers are asking for your time and effort to answer our survey
questionnaire. Please be assured that your answers will be kept confidential and be made publicly
in particular to you. Thank you very much and God bless you more prosperity.

PART I. Background Information:

Age: ____

Vehicle Type: Public Vehicle Private Vehicle Delivery Vehicle Motorcycle

Preferred Gasoline Station along Tandang Sora Avenue:

Shell Gas Station GALAXi Petroleum Fuel Inc. Petron Gas Station

AVPRIME GAS HUB Seaoil Gas Station Phoenix Gas Station

Caltex - Classic Star Gasoline Service Station LN

Part II - PRODUCT AND SERVICE QUALITY. Instruction: Please put a check (✓) in the box of your
choice and use these response codes:

Strongly Disagree-1 Disagree-2 Neutral-3

Agree-4 Strongly Agree-5

QUESTIONS 1 2 3 4 5

Performance

1. The petrol/gasoline station has great inventory performance

maintaining the natural quality of their products.

2. The products of the petrol/gasoline station are of excellent quality and

operate well.

3. The petrol/gasoline station’s operations meet customer expectations.

4. Customers feel more power behind the wheel after being filled with the
petrol brand.

5. Engine oil from the petrol/gasoline station has good quality for the
engine.

75
Pricing

1. The products offered are reasonably priced.

2. Customers feel great with their decision to buy petrol at the

petrol/gasoline station because of its rational price dimension.

3. The price enables customers to maximize their budget.

4. The petrol/gasoline station is cheaper relative to other ones.

5. The petrol/gasoline station has a stable product price system.

Conformance

1. The petrol/gasoline station's merchandise complies with the

requirements for high-quality products.

2. The fuel of the petrol/gasoline station is more efficient than other

providers.

3. The petrol/gasoline station's fuel improves the acceleration and

condition of vehicles.

4. The petrol/gasoline station has proper emergency management.

5. The petrol brand is recommended by an engine specialist/workshop

technician.

Convenience

1. The information about the services that are offered by the

petrol/gasoline station is easily accessible.

2. The petrol/gasoline station provides a variety of value-added services

(oil change, free air, maintenance, etc.).

3. In addition to gas, the petrol/gasoline station also sells food,

beverages, and other goods.

4. The restrooms at the petrol/gasoline station are clean and maintained.

5. The petrol/gasoline station operates 24/7.

Discounts

1. The discounts at the petrol/gasoline station are attractive.

76
 2. The petrol/gasoline station does contests with useful prizes (car
essentials, free coffee, free car wash, or coupons to be used at
convenience stores).

3. The petrol/gasoline station has a partnership with other companies

(grab drivers, snr member, landers member) that provides another
discount.

4. The loyalty card gives reasonable accumulative points to redeem

compared to other brands.

5. The use of a specific credit card/e-wallet card gives value either rebate
or off price (% discount).

Empathy

1. The employees at the petrol/gasoline station are friendly.

2. The staffs at the petrol/gasoline station deliver respect and

communicate clearly with their customers

3. The crews care about addressing and fulfilling the needs of their
clients.

4. The employees are helpful and reliable.

5. The employees listen and pay attention to their customers.

PART III - REPEAT PURCHASE INTENTION. Instruction: Please put a check (✓) in the box of
your choice and use these response codes:

Strongly Disagree-1 Disagree-2 Neutral-3

Agree-4 Strongly Agree-5

QUESTIONS 1 2 3 4 5

Brand Image

1. The positive location popularity of the petrol/gasoline station

encourages customers to buy from it again.

2. Although there is another petrol/gasoline station nearby, customers

choose it because of its price reputation.

77
 3. Customers prefer this petrol/gasoline station since they are more well-
known.

4. It makes sense to purchase petrol from the petrol/gasoline station

because it has more product credibility than others.

5. Customers chose the petrol/gasoline station because a lot of people

prefer the brand.

Location

1. The petrol/gasoline station has good visibility access points.

2. The petrol/gasoline station reduces the time spent on searching for the
nearest petrol station open.

3. The petrol/gasoline station has installed camera systems that are

clearly visible from key areas.

4. Customers chose the petrol/gasoline station as a result of other people

patronizing the station.

5. Customers chose the petrol gasoline station because it's accessible.

Loyalty

1. The excellent customer service and ability to meet customer needs

influenced customers to repurchase their products and services.

2. Promotional offers from the petrol/gasoline station persuades

customers to buy from them again.

3. The petrol/gasoline station has established a strong bond with their

customers.

4. The quality of the petrol/gasoline station’s products and services is

encouraging customers to recommend them to their friends.

5. Customers will likely continue to use their products and services even
if their prices change.

78
 CURRICULUM VITAE

CHAN, KENNETH JAY L.

Address:0103 3rd St. Sitio Evergreen Pasong Tamo,
Quezon City
Email:kenchan.kc30@gmail.com

PERSONAL INFORMATION

Age : 20
Gender : Male
Birthdate : June 15, 2002
Birthplace : Quezon City
Civil Status : Single
Citizenship : Filipino
Religion : Catholic

ACADEMIC PROFILE
College: (1st year – 3rd year)
Dr. Carlos Lanting College
#16 Tandang sora Avenue, Sangandaan, Quezon City
School Year :2020-2023

Senior Highschool: (Grade 11-12)

Dr. Carlos Lanting College
#16 Tandang sora Avenue, Sangandaan, Quezon City
School Year :2018-2020

Junior Highschool: (Grade 7-10)

Carot National High School
Anda, Pangasinan
School Year: 2014-2018

Primary School: (Grade 1-6)

Ter-Con Elementary School
Bangar, La Union
School Year: 2008-2014

SKILLS

• Communication Skills
• Flexibility/Adaptability
• Proficient in using MS Office (Word, PPT, Excel)
• Client Relation
• Management Skills

79
 WORKING EXPERIENCE
Marketing Staff ACELS KOREAN LEARNING CENTER
(2019-2020)
Marketing Specialist ACELS Korean Learning Center
(2020-Present) RDZ Korean Learning Center
Basic-H Korean Learning Center

CERTIFICATE AND AWARDS

With Honor (Grade 1-6)
Deans Lister (Second year)

CHARACTER REFERENCES

Mr. Raymond Acosta Ter-Con Elementary School

Position:Faculty
Gen. Terrero, Bangar, La Union

Ms. Princess Erica Alovera,MAEd Dr. Carlos S. Lanting College

Position: Faculty,COM
#16 Tandang sora Avenue, Sangandaan, Quezon City

Ms. Eliza Satulan,DBM Dr. Carlos S. Lanting College

Position: Dean, COM
#16 Tandang sora Avenue, Sangandaan, Quezon City

Mr. Danilo D. Montalban Jr. ACELS Korean Learning Center

Basic- H Korean Learning CenteR
Position: Tutorial President
2nd floor Room 10, AETORLAND BUILDING, SB Cabahug St., Ibabao
Estancia, Mandaue City, Cebu

Mr. Ryan C. Santos RDZ Korean Learning Center

Position: Tutorial President
S.E.S.I.S Space Rental, 2nd Floor ,#144 Sumulong Highway Brgy.
Mayamot Antipolo City, Rizal

80
 CURRICULUM VITAE

DUNGCA, JEMELA ABBY S.

Home Address: Blk 100 Lot 3 St. Louie,
Loma De Gato Marilao Bulacan
Email: jemelayooo@gmail.com

PERSONAL INFORMATION

Age : 21 yrs. old

Gender : Female
Birthdate : May 7, 2001
Birthplace : Quezon City, Metro Manila
Civil Status : Single
Citizenship : Filipino
Religion : Catholic

ACADEMIC PROFILE
College: (1 year – 3rd year)
st

Dr. Carlos Lanting College

#16 Tandang sora Avenue, Sangandaan, Quezon City
School Year :2020-2023

Senior Highschool: Dr. Carlos Lanting College

#16 Tandang sora Avenue, Sangandaan, Quezon City
School Year :2018-2020

Junior Highschool: San Bartolome High School

Quirino Highway Novaliches Quezon City
School Year: 2014-2018

Primary School: San Bartolome Elementary School

Quirino Highway Novaliches Quezon City
School Year: 2008-2014

SKILLS

• Management Skills
• Time Management
• Communication Skills
• Proficient in using Microsoft Word, PowerPoint and Excel

CERTIFICATE AND AWARDS

With honor
Academic Award

81
 CHARACTER REFERENCES

Mr. Jonathan Ramos SSA Consulting Group Services Interntional

Position: Assistant Software and Web Developer
1103-1106, 11F Tycoon Centre, Pear Drive, San Antonio Pasig

Ms. Oly Martinez San Bartolome High School

Position: English Teacher
Quirino Highway Novaliches, Quezon City

82
 CURRICULUM VITAE

ENDRINA, ZAHREN FRANCE M.

Home Address: #8 Noah St., Goodwill Homes II,
Phase I, Bagbag, Novaliches, Quezon City
Email: Zahren.france@gmail.com

PERSONAL INFORMATION

Age : 20
Gender : Female
Birthdate : February 18, 2002
Birthplace : Quezon City
Civil Status : Single
Citizenship : Filipino
Religion : Catholic

ACADEMIC PROFILE
College: (1st year – 3rd year)
Dr. Carlos Lanting College
#16 Tandang sora Avenue, Sangandaan, Quezon City
School Year :2020-2023

Senior Highschool: (Grade 11-12)

Dr. Carlos Lanting College
#16 Tandang sora Avenue, Sangandaan, Quezon City
School Year :2018-2020

Junior Highschool: (Grade 7)

College of Saint Catherine
Quezon City
School Year: 2014-2015
(Grade 8-10)
Kings' Montessori School
Kingspoint Bagbag Novaliches Quezon City
School Year: 2015-2018

Primary School: (Grade 1-6)

Kings' Montessori School
Kingspoint Bagbag Novaliches Quezon City
School Year: 2008-2014

SKILLS

• Communication Skills
• Time Management Skills
• Proficient in using Microsoft Word and PowerPoint
• Management Skills
• Problem Solving Skills

83
 CERTIFICATE AND AWARDS
With Honors

CHARACTER REFERENCES

Ms. Katrina Chavez Dr. Carlos S. Lanting College

Position: Employee
#16 Tandang sora Avenue, Sangandaan, Quezon City

Mr. Ardrian Malangen Dr. Carlos S. Lanting College

Position: Employee
#16 Tandang sora Avenue, Sangandaan, Quezon City

Mrs. Daisy Galgana Dr. Carlos S. Lanting College

Position: Employee
#16 Tandang sora Avenue, Sangandaan, Quezon City

84
 CURRICULUM VITAE

MANALO, JEAN CLAUDINE BILBAO

Home Address: 31 B Don Julio Gregorio St.
Sauyo Quezon City
Email: jeanclaudinemanalo@gmail.com

PERSONAL INFORMATION

Age : 21
Gender : Female
Birthdate : June 27,2001
Birthplace : Quezon City
Civil Status : Single
Citizenship : Filipino
Religion : Catholic

ACADEMIC PROFILE
College: (1st year – 3rd year)
Dr. Carlos Lanting College
#16 Tandang sora Avenue, Sangandaan, Quezon City
School Year :2020-2023

Senior Highschool: Dr. Carlos Lanting College

#16 Tandang sora Avenue, Sangandaan, Quezon City
School Year :2018-2020

Junior Highschool: Tandang Sora National High School

Mindanao Ave Ext. Tandang sora, Quezon City
School Year: 2014-2018

Primary School: Bagbag Elementary School

Richland V Brgy. Bagbag, Quezon City
School Year: 2008-2014

SKILLS

• Management Skills
• Time Management
• Communication Skills
• Flexibility/Adaptability

CHARACTER REFERENCES

Mrs. Princess Erica Alovera Dr. Carlos S. Lanting College

Position: Employee
#16 Tandang sora Avenue, Sangandaan, Quezon City

85
Mr. Adonis Cerbito Dr. Carlos S. Lanting
College Position: Employee
#16 Tandang sora Avenue, Sangandaan, Quezon City

Mrs. Eliza Satulan Dr. Carlos S. Lanting

College Position: Employee
#16 Tandang sora Avenue, Sangandaan, Quezon City

86
 CURRICULUM VITAE

UBHOO HEANA
Home Address: 40 A Rivera St Sta Quiteria
Caloocan City
Email: Heanaubhoo@yahoo.com

PERSONAL INFORMATION

Age : 21
Gender : Female
Birthdate : March 21 2001
Birthplace : Caloocan
Civil Status : Single
Citizenship : Indian
Religion : Hindu

ACADEMIC PROFILE
College: (1st year – 3rd year)
Dr. Carlos Lanting College
#16 Tandang sora Avenue, Sangandaan, Quezon City
School Year :2020-2023

Senior Highschool: (Grade 11-12)

Dr. Carlos Lanting College
#16 Tandang sora Avenue, Sangandaan, Quezon City
School Year:2018-2019

Junior Highschool: (Grade 7-10)

Dr. Carlos Lanting College
#16 Tandang sora Avenue, Sangandaan, Quezon City
School Year: 2014-2018

Primary School: (Grade 1-6)

Immaculate Mother Learning Center
#Caloocan City, Philippines
School Year: 2008-2014

SKILLS

• Communication Skills
• Time Management Skills
• Management Skills

87
 CERTIFICATE AND AWARDS

Name of Award : Badminton

Venue : Immaculate Mother Learning Center

Address : Caloocan City

Date : March 2010, 2012, 2013

CHARACTER REFERENCES

Ms. Manisha Chohan DLTB

Position: Executive Assistant
#Del Monte Avenue Quezon City

Mr. Richmond N. Laureño Ismael Mathay Sr. High School

Position: Teacher
#Quezon City

Ms. Salvador Billen Jr Pmii

Position: Product Promoter
#Pantranco Brgy Pasong Tamo Quezon City

88