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Title: Fuel card system
Authors: Chew, Geck
Chong, Siew Ling
Tan, Siew Fang
Keywords: DRNTU::Business::Information technology::Customer relationship management systems
Issue Date: 1994
Abstract: Store cards have been a useful promotional tool used by retailers to increase consumer loyalty. This study was focused on how store cards usage can be increased in the petrol retailing industry. To achieve this, the report attempts to find out marketers' motivations for the launch of fuel cards, and the differences between fuel card users and non-users in terms of demographic profile, purchase behaviors, attitudes towards and perceptions of fuel card. Reviews on store cards, fuel card system, consumer behavior, and marketing strategies for achieving competitive advantage are also included in this report. The primary research was carried out to find out consumers' motivation in the usage or non-usage of fuel cards. Statistical programs and analysis such as Chi-Square and Likert's rating scale and Kendall's ranking and concordance tests were used to analyse the data gathered. It was found that fuel card users and non-users do not differ significantly in demographic factors and usage behaviors. However, they have substantial differences in their attitudes towards and perceptions of fuel card programs. Users placed great importance on benefits such as vehicle performance reports and itemized monthly billing. To the non-users, attributes like availability of rebates, user-friendly terminals, discounts at retail stores other than kiosks, and cross country acceptance of fuel cards, are considered important. All these mentioned provide inputs to recommendations as to how marketers can increase the usage of fuel cards such that promotional objectives of implementing the fuel cards can be achieved.
Rights: Nanyang Technological University
Fulltext Permission: restricted
Fulltext Availability: With Fulltext
Appears in Collections:NBS Student Reports (FYP/IA/PA/PI)

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