UNDERSTANDING MOTORIST PREFERENCES FOR FUEL STATIONS IN ADO EKITI METROPOLIS

Abstract

Background: The increasing competitive markets for petrol station services has made customers more selective on the quality of services they expect, thereby making the service providers more committed to service offerings. Aims: This study examined the determinants of patronage in filling stations in Ado Ekiti Metropolis. Methods:  The study uses a sample size of 316 from the 1500 population of motorist chosen through a convenience sampling. The method of data analysis used was simple regression. Results: The study found out that there is a significant and positive relationship between service quality and motorists’ patronage of petrol station in Ado-Ekiti metropolis, there is a significant relationship between price and motorists’ patronage of petrol station in Ado-Ekiti metropolis, there is a significant relationship between location and motorists’ patronage of petrol station in Ado-Ekiti metropolis and there is a significant relationship between trust and motorists’ patronage of petrol station in Ado-Ekiti metropolis. Conclusion: The study concluded and implies that location, trust, service quality and price contributes to patronage in the highest ranking respectively.