The Factors Influencing Re-Purchase Intention Towards Petrol Stations in Thailand

Abstract

In a current economic situation, petroleum industry is highly competitive. Petroleum companies actively compete to each other to retain their own market position even the trend of renewable energy is extremely being promoted and the people’s behavior has been changing towards the new trend. One essential place to provide petrol products and services in this market is petrol station which becomes a major concern. Petroleum companies try to develop their products and improve services served at the petrol stations to satisfy customers’ needs and make the customers to be loyal, while customer satisfaction continuously changes regards to various factors along the time. Then, how can the petroleum companies retain on the top position? This research aims to study “Factors influencing re-purchase intention towards petrol stations in Thailand” through the effects of the customer satisfaction and brand preference. Throughout the studying flow focusing on the re-purchase intention, this research also expands the scope to study how a variety of factors relate to the customer satisfaction. As being reference, this research was carried out using non-probability method including convenience sampling and snowball technique. Online questionnaire has been conducted in October 2019 with the total samples of 400 respondents who have experience on purchasing products or services at the petrol stations in Thailand. Consequently, the data was analyzed in the aspect of descriptive and inferential analysis using SPSS program based on the models of Simple Linear Regression and Multiple Linear Regression to investigate the relationship between independent and dependent variables. The research findings show that product quality, process quality, and degree of communication are influential factors for the customer satisfaction which could respectively influence the brand preference and the re-purchase intention.