Loyalty and Customer Satisfaction with the Public Sector Oil Marketing Companies: Way Forward for Effective CRM Strategies

Indore Management Journal, Refereed Proceedings of 4th Conference on Excellence in Research and Education, IIM-Indore, ISSN 09751653, pp. 99-113

14 Pages Posted: 29 Sep 2012

See all articles by Rekha Attri

Rekha Attri

Jaipuria Institute of Management Indore

Manvinder Singh Pahwa

Manipal University Jaipur

Ashish Manohar Urkude

University of Petroleum and Energy Studies (UPES)

Date Written: September 28, 2012

Abstract

Brand loyalty represents a favourable attitude towards a brand resulting in consistent purchase of the brand over time and is the result of consumers' learning that one brand can satisfy their needs. Companies aim towards their customers becoming brand evangelists and thus help in communicating and strengthening the brand relationship of others. For a brand to have value, it must be valued by the customer. Brands are built through a combination of rational and emotional elements and these emotions evoked by brands enhance buying and consumption processes. Customer relationship management is a widely implemented strategy for managing a company’s interactions with customers, clients and sales prospects. India's oil market has so far been dominated by Public Sector Oil marketing Companies especially in the marketing of petroleum products. The customer behaviour that has intrigued the marketers and researchers for long has been the indifference exhibited by fuel consumers while making choice amongst these three brands to refuel their vehicles. This research aims to study the brand loyalty and customer satisfaction with public sector oil marketing companies. The results point towards the need for implementing effective customer relationship programmes with different segments of the society and the way forward for the same.

Keywords: Brand Loyalty, Customer Satisfaction, Customer Relationship Management (CRM), OMCs (Oil Marketing Companies), HPCL (Hindustan Petroleum Corporation Ltd.), BPCL (Bharat Petroleum Corporation Ltd.), IOCL (Indian Oil Corporation Ltd.)

Suggested Citation

Attri, Rekha and Pahwa, Manvinder Singh and Urkude, Ashish Manohar, Loyalty and Customer Satisfaction with the Public Sector Oil Marketing Companies: Way Forward for Effective CRM Strategies (September 28, 2012). Indore Management Journal, Refereed Proceedings of 4th Conference on Excellence in Research and Education, IIM-Indore, ISSN 09751653, pp. 99-113, Available at SSRN: https://ssrn.com/abstract=2153622

Rekha Attri (Contact Author)

Jaipuria Institute of Management Indore ( email )

Dakachya
Indore Dewas Highway, Near Shipra Naka
Indore, Madhya Pradesh 452010
India

Manvinder Singh Pahwa

Manipal University Jaipur ( email )

VPO - Dehmi Kalan, Tehsil Sanganer
Off Jaipur - Ajmer Expressway
Jaipur, 303007
India

Ashish Manohar Urkude

University of Petroleum and Energy Studies (UPES) ( email )

Energy Acres
P.O. Bidholi via Premnagar,
Dehradun, IN Uttarakhand 248007
India
+918755440868 (Phone)

HOME PAGE: http://www.upes.ac.in

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