Determinants Of Customer Loyalty In The Romanian Fuel Retail Market: An Extended Empirical Analysis

This paper examines the determinants of customer loyalty in Romania’s fuel retail market, an emerging and highly competitive sector where service differentiation and brand trust increasingly shape consumer behavior. The study addresses three central questions: what factors influence drivers’ loyalty to petrol station brands, to what extent satisfaction and brand image shape repurchase and recommendation intentions, and how demographic and behavioral profiles contribute to loyalty formation. Building on a nationwide survey of 1,195 active drivers, the research employs a quantitative approach integrating descriptive analysis and comparative evaluation across market- leading brands. The study investigates customers’ perceptions of service quality, satisfaction, brand reputation, and loyalty program engagement, and explores the relationship between these constructs and behavioral loyalty patterns. The empirical findings indicate that satisfaction, perceived service quality, and brand reputation are the strongest predictors of loyalty, particularly for well-established brands with extensive networks and consistent customer experiences. Digital engagement and personalized loyalty programs also emerge as relevant drivers, especially among younger consumer segments. The results further show notable variations in loyalty based on age, income, and refueling frequency, highlighting the need for targeted marketing strategies. This research contributes to a deeper understanding of loyalty formation in an emerging European fuel market and provides actionable insights for managers seeking to enhance customer retention. The findings are valuable for fuel retailers aiming to differentiate beyond price competition and strengthen long-term consumer relationships through service consistency, digital innovation, and customer-centric loyalty initiatives.