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Which C-Store Brands Earn the Most Customer Satisfaction, Loyalty and Trust?

Market Force study ranks consumers' go-to convenience and fuel retailers, while others ‘still have room to grow’
gas station convenience store
Photograph: Shutterstock

Market Force surveyed nearly 4,000 consumers to determine which fuel and convenience brands deliver the most customer satisfaction and earn the highest degree of loyalty and trust.

The research company’s latest study highlights how grocery and big-box brands are encroaching on traditional “petro-convenience” brands. Yet, trusted gas brands and convenience brands continue to innovate, many offering “modern, tech-savvy fueling stations that keep loyal customers coming back.”

As the market shifts, brands that focus on price, convenience and problem resolution will likely secure their position, Market Force said.

While traditional gas station and convenience-store brands still lead the way, grocery and big-box retailers have grabbed a 35% share of the fuel market, according to the latest Market Force survey. Costco, Issaquah, Washington, is the leader in this category, holding nearly double the market share of the next closest competitor, Cincinnati-based Kroger.

Houston-based Shell and Laval, Quebec-based Circle K reign supreme among traditional gas brands, Market Force said, each boasting more than double the visit share of their nearest named competitors, Speedway and its owner, Irving, Texas-based 7-Eleven Inc. (“other” took second place among the top 5 fuel/convenience-store brands for purchase).

Making up the bottom half of the top 10 were bp, Chevron, Wawa, Exxon and QuikTrip.

Other companies, ranked, included Casey's General Stores, Murphy USA/Murphy Express, Mobil, Arco, Sheetz, Kwik Trip, Marathon, RaceTrac, Esso, Sunoco, Valero, Phillips 66, 76, CITGO, Sinclair, Cumberland Farms, Love's Travel Stops & Country Stores and ampm.

Shell and Circle K’s partnership has led to modernized fueling stations with expanded product availability, new technology and enhanced loyalty offers. Consumers appreciate these upgrades and keep coming back, Market Force said.

Winning market share doesn’t always equate to customer satisfaction. When it comes to fuel, La Crosse, Wisconsin-based Kwik Trip takes the crown for overall consumer loyalty and satisfaction.

Consumers choose to buy gas at grocery brands based on loyalty programs and product availability but prioritize price when selecting a fuel-first brand, said Market Force.

Salt Lake City, Utah-based Sinclair emerged as the standout winner for both the Consumer Loyalty Index (CLI) and brand trust. CLI is calculated based on overall satisfaction and likelihood to recommend. Sinclair’s dedication to customer service and trustworthy operations made it a clear favorite among consumers, the study said.

Kwik Trip dominated wallet share, capturing 86% of future c-store visits and 80% of future fuel stops. Kwik Trip’s seamless mix of convenience, customer satisfaction and value keeps customers coming back, Market Force said.

Some brands still have room to grow. Casey’s General Stores, Ankeny, Iowa, Phillips 66, Houston, and Marathon, Findlay, Ohio, were cited most frequently for customer problems, each with more than a 10% incidence rate—not great news as 42% of c-store visitors report that their issues went unresolved and 30% stated they wouldn’t return after a negative experience, the study found.

Atlanta-based Market Force helps global brands improve customer experience and operations with services such as mystery shopping, site audits, age verification audits, social media management, call center services, customer surveys and advanced analytics. Industries served include automotive, gas stations, convenience stores, retail, restaurant, hospitality, telecom, banking and more.

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