The study on customers' fuel-oil station choices: A case of Istanbul

The general purpose of this study is to determine the fuel station choices of retail customers who purchase fuel in Istanbul, the factors affecting these choices and to explain the impact of service quality dimensions on the customers' intention decisions to purchase fuel oils. In the study, determining the importance order of the factors affecting the choices of the customers who buy retail fuel in Istanbul, determining the most important factors , defining the customers' brand choices, to determine and analyse the most important factors affecting customers 'choice of fuel station based on brands, to determine that service quality effects on customers' fuel station brand choices, to determine the demographic characteristics of customers in station preferences, testing of Servqual Scale applicability for fuel station sector in Turkey are among the objectives of the research. The target audience of this study is the fuel station customers who purchase retail fuel in various parts of Istanbul. An online survey system has been used as the primary data collection tool. The data were analysed using quantitative techniques. Sometimes qualitative techniques were used. Results are very important for the sector. The Factors affecting customers' choices were determined in order of importance. The quality of service has an impact on customers' brand choices. The quality of service has an impact on customers' intention decision to purchase. Servqual scale was used to measure the quality of service. Result shows that it is applicable in the measurement of the service quality of fuel oil stations in Turkey.