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WAWA, Pa. — A new study from Market Force Information shows that Wawa is the convenience store chain most favored by consumers. Wawa received a top-ranking Composite Loyalty Score of 68 percent, beating out QuikTrip at 62 percent and Sheetz at 59 percent. Speedway and Phillips 66 tied for No. 4, but Phillips 66 was named the highest-ranking national brand.
This marks a shift in rankings from the results of a Market Force survey released in September 2014, when QuikTrip was No. 1 with a Composite Loyalty Score of 79 percent and Wawa came in second at 74 percent, as CSNews Online previously reported.
The new study also evaluated how c-store brands and gas stations are perceived on a range of attributes that affect customer satisfaction, including service and appearance. Wawa took the top spot for fresh food category with its range of made-to-order hoagies, breakfast sandwiches and more. It also tied with Sheetz in quality coffee, while Sheetz itself was lauded for its loyalty program. QuikTrip came in first for customer and appearance for the second year in a row.
On the gas station side, Chevron ranked highest for fuel quality while Arco was named the fuel price leader.
"We found that one in seven consumers was dissatisfied with their most recent experience at the pumps," stated Cheryl Flink, chief strategy officer for Market Force Information. "With the plethora of options available to drivers, gas stations and convenience stores must both execute flawlessly on the basics like bright, appealing imaging and deliver in experience-related areas such as customer service and specialty foods."
The majority of drivers still fuel up at traditional gas stations and c-stores, but grocers and wholesale clubs are gaining ground, according to the study. For their most recent trip to the pump, 69 percent of respondents said they visited a gas station or c-store, while 31 percent visited a grocery, wholesale club or big box chain.
For more on the study, click here.
Market Force evaluated each category separately as the critical drivers for customer satisfaction vary between gas stations and grocery or big box stores. A pool of 6,935 respondents located across the United States took part in the survey in June.
Market Force also noted that fueling-related mobile apps are growing in popularity among drivers, especially those searching for low-priced gas. Ten percent of survey respondents said they have used a gas app. Gas price comparison was the most-used feature, followed by finding a gas station and reporting gas prices.