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New survey shows motorist’s servo preferences

Sarah Stowe

A recent Canstar Blue survey shows that motorists return to a petrol station not for the price of its fuel but for its aesthetic and overall appearance.

About 2,600 motorists across the country were surveyed and 29 percent of them said they return to a service station for its appearance and cleanliness, along with 25 percent citing quality of customer service as their reason for returning.

For some – precisely 22 percent – the price of fuel is a driving factor.

Head of Canstar Blue, Megan Doyle, said there is a perception that fuel prices vary very little between different service stations, so consumers actually consider different factors when pondering their return.

“For some motorists, the bottom line is the only thing that matters. But others are clearly looking for more when they pull-in for fuel, and they’re more likely to return if they have a good experience.

“That includes having helpful, pleasant staff – which isn’t always something you would associate with servos.

“In recent years the big chains have focussed their attention on improving their overall package. They’re no longer just competing over the cost of fuel; they’re competing to offer the best facilities, the best snacks and groceries, and the best coffee,” Doyle said.