BRAND POSITIONING AND CUSTOMER RETENTION OF FILLING STATION OPERATORS IN PORT HARCOURT

Abstract

This study empirically examined the relationship between Brand Positioning and Customer retention of filling station operators in Port Harcourt. 2 objectives, 2 research questions and 2 hypotheses were formulated to guide the study. This study adopted the correlational survey research. The population of this study comprised of 400 registered filling stations operating in Port Harcourt. The information was obtained from Petroleum Products Retail Outlets Owners Association of Nigeria (PETROAN). The sample size of 196 was derived using Krejcei and Morgan Table. A total of one hundred and ninety-six (196) customers were used as the study subjects. The Pearson Product Moment Correlation (PPMC) was used in testing the relationship between brand positioning and customer retention of filling station operators in Port Harcourt and the analysis was conducted with the aid of the Statistical Package for Social Sciences (SPSS). Given the empirical results of this study, it was established that brand positioning showed a significant relationship with customer retention of filling station operators in Port Harcourt. Brand quality showed a significant relationship with customer loyalty and customer referrals. Similarly, brand identity showed a significant relationship with customer loyalty, customer referrals. The study concluded that filling station operators that strategically manage their brand positioning can achieve higher profitability, greater customer retention, and increased customer referrals. This study recommends that filling station operators should consistently invest in quality control and innovation to enhance brand perception and customer trust and they should strengthen brand identity by developing cohesive and recognizable branding elements, including logos, color schemes, and messaging, to ensure brand consistency and stronger market presence.