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ENON, Ohio -- Speedway was ranked the nation's top retail gasoline brand for a second consecutive year.
According to the 2010 EquiTrend Brand Study conducted by Harris Interactive, Speedway is the highest-ranked gasoline in overall brand equity.
The EquiTrend study evaluates key metrics including: equity, customer connection, commitment, energy, brand behavior, brand advocacy and trust. The keystone to the program is equity, which provides an understanding of a brand's overall strength and is determined by a calculation of familiarity, quality and purchase consideration, according to Speedway SuperAmerica President Tony Kenney.
"As a retailer, we strive to deliver a consistent exceptional customer experience," Kenney said. "To achieve this distinction for a second year in a row demonstrates consistency, a key ingredient in retail success. We consider this recognition to be quite an honor."
Kenney pointed to the value of Speedy Rewards, SSA's proprietary customer loyalty program, as a key ingredient in the company's success.
"While having the top retail gasoline brand and delivering exceptional customer service certainly add to the value proposition in the minds of consumers, we feel it's also vital to reward customer loyalty in a meaningful way and our Speedy Rewards program helps complete the customer experience," he said.
For eight consecutive quarters dating back to the first quarter of 2008, Speedway has been rated as the best convenience store chain in terms of overall customer satisfaction in consumer research conducted by Corporate Research Intl. Ever-increasing customer appeal has also been reflected in Speedway's own Speedy Rewards customer survey data, showing record ratings quarter over quarter in 2008 and 2009 for such key metrics as overall satisfaction, friendliness, speed of service and inside and outside cleanliness.
This year's EquiTrend study was conducted online among 19,708 U.S. consumers age 15 and over, between Jan. 12 and Jan. 21, 2010. EquiTrend rated 1,151 brands. Each respondent was asked to rate a total of 60 randomly selected brands. Each brand received approximately 1,000 ratings. Data was weighted to be representative of the entire U.S. population of consumers age 15 and over on the basis of age, gender, education, race/ethnicity, region and income. Data from respondents age 18 and older were weighted for their propensity to be online.
Speedway SuperAmerica LLC is one of the nation's largest company-owned and -operated convenience store chains, and the largest in the Midwest, with approximately 1,600 stores located in nine states. Most of the stores are operated under the Speedway and SuperAmerica brand names. SSA is a wholly owned subsidiary of Marathon Oil Corp.
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