Sainsbury’s has become the UK’s preferred petrol retailer with 52% of those surveyed choosing it for its exceptional service and experience, according to an independent study by worldwide leader in consumer intelligence solutions, Market Force Information.
A survey of 5,900 consumers in June 2015 asked participants to evaluate petrol-retailers on the experience delivered, including price, service, brand image, and value added services such as food and coffee shops.
For the rankings, Market Force Information asked participants to rate their satisfaction with their most recent petrol retailer and their likelihood to refer that petrol retailer to others. The results were averaged to rank each brand on a Composite Loyalty Index. (see chart 1)
Consumers rated supermarkets as providing a better experience than traditional petrol brands, with loyalty cards being a primary driver for that preference. Tesco’s loyalty programme provides the most pull, followed closely by Sainsbury’s (58% and 57% respectively). Sainsbury’s took either first or second place in five of the nine attributes measured, and the traditional petrol brand Shell took the lead in fuel quality and brand reputation followed closely by BP. BP also led the way for fresh food and good coffee. Asda received the best ratings for price with Sainsbury’s, Tesco and Morrisons coming in as distant seconds.
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