LOUISVILLE, Colo. – Wawa and Costco are consumers’ favorite places to fill up their gas tanks, according to a study by Market Force Information. Nearly 7,000 consumers were polled for the study, which was designed to determine where consumers prefer to fuel up and why they prefer one chain to another, as well as trends in mobile app usage.
The study revealed that, while the majority of motorists still fuel up at traditional gas stations and convenience stores, grocers and wholesale clubs continue to gain ground. For their most recent trip to the pump, 69% said they visited a gas station or convenience store, while 31% chose a grocery, wholesale club or big-box chain. Because the critical drivers for customer satisfaction vary between gas stations and grocery or big-box stores, Market Force evaluated each category separately.
Market Force asked participants to rate their satisfaction with their most recent gas station or convenience store experience, and their likelihood to refer that store brand to others. Wawa ranked highest with 68%, edging out QuikTrip, which took the top spot in the 2014 study. QuikTrip was second with a score of 62% and Sheetz was third with 59%. All of the top three are corporate-owned, regional brands. Speedway and Phillips 66 tied for fourth, with Phillips 66 emerging as the highest-ranking national brand.
In terms of how gas station and convenience store brands are delivering on customer satisfaction, such as service and appearance, Chevron ranked highest for fuel quality and Arco was voted the fuel price-leader. Wawa took the top spot in the fresh food category. QuikTrip came in first for customer service and appearance for a second consecutive year. Sheetz’s loyalty program was a clear favorite, and it also tied with Wawa for quality coffee.
“We found that one in seven consumers was dissatisfied with their most recent experience at the pumps,” said Cheryl Flink, chief strategy officer for Market Force Information. “With the plethora of options available to drivers, gas stations and convenience stores must both execute flawlessly on the basics like bright, appealing imaging and deliver in experience-related areas such as customer service and specialty foods.”
Consumers also seem to prefer wholesale clubs over grocery stores and big-box retailers for gas. When Market Force ranked the top wholesale clubs, grocers and big-box chains on the Customer Loyalty Index, three wholesale clubs led the pack – Costco ranked first, BJ’s Wholesale Club was second and Sam’s Club was third. Kroger and Walmart rounded out the top five.
For customer satisfaction, Costco took the top spot in five of the nine categories, including fuel quality, fuel price, customer service, appearance and brand reputation. BJ’s also performed well, leading on ease of entry and exit and good coffee, and tying with Costco for fresh food. Kroger ranked first for its loyalty program by a large margin, besting Costco by nearly 40%.
Meanwhile, fueling-related mobile apps are picking up steam among motorists, particularly those looking for low gas prices. Ten percent of study participants said they have used a gas app. Generation X reported the highest usage rates, although there was little differentiation across age groups. When asked which features they have used within a gas app, gas price comparison came out on top at 78%, followed by finding a gas station and reporting gas prices.
The survey was conducted in June 2015 across the United States. The pool of 6,935 respondents reflected a broad spectrum of income levels, with nearly 52% reporting household incomes of more than $50,000 a year. Respondents’ ages ranged from 18 to over 65. Approximately 64% were women and 36% were men. Complete study found here.