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Group MembersAbdullah Shahid

M.Talha QaziM.Waqas KhanMariam Mujeeb

Nida Tirmizi

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Origin – mid 70’s

Nationalization

Coverage : retail, industrial, aviation,

marine and government/defense sectors.

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“To understand the problemsthat customer face at PSO and

also the problem of PSO’sbrand positioning.”

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PSO’s claim

Non fuel retail

Costumer dissatisfaction

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“ By improving customer service at PSO, itcan have a competitive edge in themarket”

“By positioning PSO working for thenational interest can also help increasecustomers.”

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Descriptive researchProfile of the respondentsSampling technique

Sample sizeResearch instrumentData collection method

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Q1. Which Petrol Station do you visit often?

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16%

14%

38%

32% CaltexTotalPSO

Shell

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Q2. Why do you go to this pump forfuelling?

Out of 100 respondents 62 said because of Convenience

The other major reasons areSatisfied with Pump’s fuel Satisfied with QuantityBest Service

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Q3. Have you ever visited a PSO petrolstation?

9

93%

7%

YES

NO

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Q4. How do you compare the PSO withShell in terms of following?

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Staff

Behaviouras comparewith Shell

Convenien

ce Store ascomparewith Shell

Petrol

pumpconditionas comparewith Shell

Quality of

petrol ascomparewith Shell

Quantity of

Petrol ascomparewith Shell

Lubricant

as comparewith Shell

Overall

service ascomparewith Shell

Better 27 24 26 24 18 20 26

Same49 53 49 51 52 62 48

Worse 17 16 18 18 23 31 19

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Q5. Do you know PSO is associated withPakistani Government?

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85%

15%

YES

NO

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Q6. How do you rate the customer serviceoffered at PSO station?

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Excellent 3%

Good 34%

Satisfactory51%

Poor 12%

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Q7. Do you think PSO’s customer servicehas a comparative edge over the others?

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37%

63%

YES NO

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Q8. If no then how could PSO improve onits customer service?

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By installingmodernizedequipments

18%

By improvingservicequality

45%

Byincreasing

thenumber of employeesat stations

5%

All of theabove

29%

Others3%

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Q9. If yes then what aspect(s) of customerservice do you like at PSO?

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Courteousemployees

12%

Serviceefficiency

34%Loyalty

programs28%

All of theabove

26%

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Q10. Do you think PSO should create brandawareness through more advertisements?

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25%

75%

YES NO

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Q11. Would you consider switching fromPSO to another filling station because of customer service?

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54%

46%

YES NO

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Q. Gender

Q14. Area of Residence

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Gender of Respondents

Male 88

Female 12

Area of Resident

Gulshan-e-Iqbal 58

Nazimabad 15

Malir 12

PECHS 4

Defence 2

Other 9

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With each increase in the no. of cars demandof petrol and gas also increases so does thenumber of customers

In Present situation high prices have alreadydissatisfied the customersCompetition for PSO is intense with strongcompetitors such as Shell, Caltex, Total

PSO should work on defending its marketshare from the hungry competitorsThrough good customer service customer willnot only be satisfied but a delighting one

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It can’t be ignored The company shouldn’t provide customersthe reason to choose their competitors

Bad customer service can not only result inloss of that sale but all the sale customermight make in life timeCustomers assume the customer service as

their right

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Customer service cannot be ignored oroverstatedProved that more than price and non pricefactors it is the customer service thatattracts customer at the highest levelCustomers not only expect good customerservice but believe that it is their rightDELIGHTED CUSTOMERS = HIGH PROFITSWhen asked 63% customers respondednegatively. This proves that most of thecustomers weren’t satisfied with thecustomer service at PSO.

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Customer service at PSO needs to be improvedquickly before PSO starts losing its customersModern Equipments should work. There havebeen complaints by customers that most of thetime the credit card machines are not workingPSO needs to ensure that its employees aretrained by the WOW programStart encouraging feedback from customersCreate Brand LoyaltyKeep a regular check to see if the fuel isprovided consistently at all stations