Evaluation of the impact of brand image and brand value on customer satisfaction by gas stations

This study aims to measure the impact of brand image, brand value, and customer satisfaction in fuel stations. In a highly competitive environment where competition fairness is not guaranteed, and considering the current economic situation, energy policies, oil prices, and exchange rates, providing sustainable and high-quality service in fuel stations, like in every sector, has become increasingly challenging. A single active fuel station location receives customers with varying income levels, educational backgrounds, and cultural differences in a single day. Consequently, the basic services provided at a fuel station are perceived differently by each customer. For this reason, in the future, besides sales and service-based marketing activities, brands' socially responsible brand strategies and customer-focused solutions will become even more critical. Ensuring sustainability, given the cost of each service and the responsibility it places on the business's personnel, is particularly challenging in this economic climate. The research indicates that brand image and brand value significantly influence customer satisfaction in the petroleum industry. The variable of brand value has been identified as having a higher degree of impact on customer satisfaction. Additionally, there is a partial mediating effect of brand value on the impact of brand image on customer satisfaction.