Change search
ReferencesLink to record
Permanent link

Direct link
Customer Retention Strategies of Compressed Natural Gas (CNG) in a Developing Country (Pakistan)
Linnaeus University, School of Business and Economics, Department of Marketing.
2013 (English)Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

Background: Statistics say that Pakistan is the third largest user of compressed natural gas, its increased demand has encouraged investment in this sector. Number of stations has doubled in less than four years, this has increased the ratio of competition and low amounts of profit. Cut throat competition forces retailers to work on quality for customers’ retention and for this retailers are expected to understand the needs and requirements of their customers. This understanding is the only key to customer retention. Research undertaken focus on the key issues faced by CNG stations for customers’ retention. The study will focus on retailer’s strategies for customer retention in a competitive environment.

Purpose: The purpose of this paper is study customer retention strategies adopted by compressed natural gas (CNG) retailing stations, in a developing country (Pakistan).

Research Question: How do CNG retailing stations satisfy, make loyal, and retain their customers in a competitive environment?

Methodology: Deductive approach has been adopted for this research to investigate the behaviour of customers through telephone interviews, as it is a distant research. Convenience sample has been selected for this research and ten semi-structured telephonic interviews have been conducted to get the empirical data from the CNG retailers of Lahore, stations from ten different stations have been selected on the basis of prestige, repute and amount of publicity in print and electronic media. Semi structured interviews will be based on primary and secondary data together. Primary data is in the form of interviews, secondary in the form of reports and published journals. Telephonic interview was based on open-ended questions to judge the views, knowledge and utility of customers experience and close-ended questions that have provided the direct and accurate answers. Telephonic interviews have advantages and disadvantages but for a distant research like this, it is the only best possible methodology to get first-hand knowledge quickly, interview was based on ten questions to get a complete picture of customers’ retention. Operationalization was based on 14 questions question 1 to 6 are about customers’ satisfaction, 7 to 11 customer loyalty and 12 to 14 customer retention. Validity and reliability is the key to success for any research. Same question were asked in different ways to check the reliability of the answers, target oriented questions were asked to validate the objective of the research and to make research credible.

Conclusion and Results: The research establishes that most companies do not have specific plans for the customer retention in a cut-throat competitive environment. Customers’ service and technical issues were the targeted areas to understand the customers’ retention. Customers’ retention means profit, low retention means low profits. Result in a nutshell is an increased focus on imperial investigation, which is inevitable to study strategies for customer retention for the survival in the competitive world.

Place, publisher, year, edition, pages
2013. , 54 p.
Keyword [en]
Customer Satisfaction, Customer Loyalty, Customer Retention
National Category
Business Administration
URN: urn:nbn:se:lnu:diva-24338OAI: diva2:605532
Subject / course
Business Administration - Marketing
Educational program
Marketing, Master Programme, 120 credits
Social and Behavioural Science, Law
Available from: 2013-02-15 Created: 2013-02-14 Last updated: 2013-02-15Bibliographically approved

Open Access in DiVA

Customer Retention Strategies of Compressed Natural Gas (CNG) in a Developing Country (Pakistan)(1668 kB)1227 downloads
File information
File name FULLTEXT01.pdfFile size 1668 kBChecksum SHA-512
Type fulltextMimetype application/pdf

By organisation
Department of Marketing
Business Administration

Search outside of DiVA

GoogleGoogle Scholar
Total: 1227 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

Total: 563 hits
ReferencesLink to record
Permanent link

Direct link