THE INFLUENCE OF CONSUMERS’ PATRONAGE BEHAVIOUR TOWARDS PETROL STATIONS: A MULTIGROUP ANALYSIS USING PLS-SEM

Abstract

This research studied the distinct effect of gender on how location, perceived value, service quality, site appearance, reward and loyalty, and fuel additives impact petrol station patronage behaviour in Malaysia. Structured questionnaires were administered to a sample of 403 respondents. Using the SmartPLS 3.0, a multigroup analysis (MGA) was performed to analyse the data. Significant differences were found between females and males concerning the influence of location, perceived value, and service quality on patronage behaviour. On the other hand, the effects of fuel additives, reward and loyalty programs, and site appearance were not affected by gender. This study highlights the importance of gender preferences in customers’ patronage behaviour towards petrol stations. Notably, these elements do not contribute alike to the decision-making progression of male and female consumers, as some aspects are more significant than others for each gender. Suggestions for petrol station owners include the need to carve a niche for themselves and build values that resonate with consumers and create a positive customer experience. This study also assists petrol stations in forming appropriate strategies and informed decisions based on consumer preferences.