Development And Validation of A Scale For Measuring Petro Retail Service Quality: A Bilateral Approach

Abstract

Purpose: Global retail fuel markets are being disrupted by a number of broad themes that are being highlighted by the emergence of alternative energy, new mobility models, and elevated customer expectations that are centered around convenience and personalization. Consumers express a need for individualized products and services that take into account each individual. Digital is becoming the norm in the new situation. The changing purchasing habits of customers are a result of technological advancements. As a result, factors affecting the consumer experience have also changed. The purpose of the study is to ascertain Petro Retail's service quality scale from an Indian standpoint. 
 Design /Methodology/ Approach: The study was conducted from October to December 2022 at fuel stations in Mumbai and Ranchi with face-to-face interviews with OMC officials at HQ and field levels. The primary data was collected through a Quantitative field studyanalysedlyzed using suitable statistical tools. Exploratory Sequential Mixed Method design ( Qual-Quan ) was followed for the study.
 Findings and Originality: Technology advancements significantly impact consumers and industries and transform people's lifestyles and behaviour. Predictive analytics, artificial intelligence, and the Internet of Things are important components in developing customer-facing projects that result in the creation of service protocols for improved purchasing experiences.
 Technology adoption in petroleum retail is dispersed, with IoT, automation, and AI/ML-based technological solutions being tested in isolated ways without a centralized understanding of the whole value chain. Utilizing assets more efficiently is the main goal of this type of technology adoption. Nevertheless, few applications have been explored to improve consumer purchasing behavior, such as identification and satisfaction. In the digital age, IoT is altering customer expectations and controlling the experience in India's petroleum retail industry from the viewpoints of both service providers and customers (a dyadic approach). Accordingly, the service quality has also evolved over a period of time. There is very limited work carried out on the Petro Retail service quality. The scale developed with the bilateral approach shall help academians and industry managers to understand the service quality in petro retail, and the “BISQUE” constract can be used for measuring the same. The study is one of its kind on the aspect of petro retail.