CUSTOMER PATRONAGE BEHAVIOR TOWARD PETROL RETAIL WITH ATTACHED CONVENIENCE STORE IN MALAYSIA

Petrol retail in Malaysia, which represent hybrid retail type (petrol station with convenience store attached), faces stiff competition due to petrol retail price regulation and commission for every liter sold which are beyond petrol dealers’ control. It leads to closure of numbers of petrol stations. The only way for an oil companies help the dealers to boost both fuel and non-fuel sale is by having close relationship with customers and to attract more customers to patron their stations. It requires a good understanding on petrol (hybrid) retail patronage behavior. Unfortunately, current knowledge on petrol retail patronage behavior in Malaysia which has hybrid retail type is still scarce and there are only very limited literatures available. From the marketing point of view, better understanding on the behavior means a better chance of success on their marketing strategy.