Customer Perspective of LPG in Rural India

Abstract

The liquefied petroleum gas (LPG) market in rural India is set to see sustained growth in coming years with overall economic growth and infrastructure development in the rural parts of India. Service quality has become the key success mantra in all sectors ranging from health care to retailing. Protecting the existing customer base and retaining the current customers’ loyalty is the crucial competitive advantage of the company. Services are seen to be the most important factor for generating customer satisfaction, which in turn creates customer loyalty. The study involves ascertaining any perceived gaps between customer expectations and perceptions of the service offered using the SERVQUAL instrument for Bharatgas customers in rural India. Data analysis is carried out to understand the dimensions of service quality which need to be improved so that customers get better service quality thereby retaining the existing customers, creating the brand image and attracting new clients. The study is conducted to understand the consumer perception of LPG in rural parts of India. Results indicate that there is a positive relationship between the dimensions of service quality and customer loyalty.