Article: Fuelling the customer experience: an exploration of service quality in fuel stations through importance-performance analysis Journal: International Journal of Business Innovation and Research (IJBIR) 2026 Vol.40 No.7 pp.1 - 26 Abstract: Using a multimethod approach, this study evaluates consumer satisfaction with service quality at petrol stations in Islamabad/Rawalpindi and Lahore, Pakistan. To examine the aspects driving consumer impressions, we employ a combination of exploratory factor analysis (EFA), importance-performance analysis (IPA), and regression analysis. The study uses EFA to identify critical criteria such as tangibility, reliability, assurance, and empathy, which will serve as the foundation for additional investigation. The IPA identifies areas for improvement, including washroom cleanliness, first aid, and fair pricing in tuck shops. Regression research demonstrates the importance of reliability in total customer satisfaction. One limitation of the study is its regional emphasis. Future study directions involve broadening the geographic scope, considering diverse populations, and examining the impact of emerging technologies. The study provides significant information for petrol station managers looking to strategically improve service quality and customer loyalty in a competitive sector. Inderscience Publishers - linking academia, business and industry through research

Title: Fuelling the customer experience: an exploration of service quality in fuel stations through importance-performance analysis

Authors: Syeda Dua e Zahra; Ayesha Arshad; Farooq Ahmad; Faisal Ejaz; Belal Mahmoud Alwadi; Md Billal Hossain

Addresses: Department of Business Administration, Fatima Jinnah Women University, Rawalpindi, Pakistan ' Department of Business Administration, Fatima Jinnah Women University, Rawalpindi, Pakistan ' Department of Business Administration, Fatima Jinnah Women University, Rawalpindi, Pakistan ' Department of Economics, Universiti Tunku Abdal Rahman, Kampar, Malaysia ' Department of Basic Sciences (Humanities and Scientific), Al-Zaytoonah University of Jordan, Amman, Jordan ' Sustainability Competence Centre, Széchenyi Istvàn University, 9026, Győr, Hungary

Abstract: Using a multimethod approach, this study evaluates consumer satisfaction with service quality at petrol stations in Islamabad/Rawalpindi and Lahore, Pakistan. To examine the aspects driving consumer impressions, we employ a combination of exploratory factor analysis (EFA), importance-performance analysis (IPA), and regression analysis. The study uses EFA to identify critical criteria such as tangibility, reliability, assurance, and empathy, which will serve as the foundation for additional investigation. The IPA identifies areas for improvement, including washroom cleanliness, first aid, and fair pricing in tuck shops. Regression research demonstrates the importance of reliability in total customer satisfaction. One limitation of the study is its regional emphasis. Future study directions involve broadening the geographic scope, considering diverse populations, and examining the impact of emerging technologies. The study provides significant information for petrol station managers looking to strategically improve service quality and customer loyalty in a competitive sector.

Keywords: customer satisfaction; importance-performance analysis; IPA; fuel station service quality.

DOI: 10.1504/IJBIR.2026.154219

International Journal of Business Innovation and Research, 2026 Vol.40 No.7, pp.1 - 26

Received: 25 May 2025
Accepted: 02 Jan 2026
Published online: 16 Jun 2026 *

Title: Fuelling the customer experience: an exploration of service quality in fuel stations through importance-performance analysis

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