Customer satisfaction in the Macedonian oil retail sector
Customer satisfaction in the Macedonian oil retail sector

Summary/Abstract: In today’s rapidly changing business environment and increased competitiveness, the battle to acquire and retain customers has imposed as a difficult and challenging task, especially for oil companies. Modern companies no longer perceive profit as an ultimate result of their business activities, rather they place more emphasize on customer satisfaction. This trend initiated a certain transformation in the practical concept of customer satisfaction, by changing companies’ strategic focus from internal to external. The structure of this paper, both theoretical and empirical, elaborates on the relevance of customers for the Macedonian oil retail sector. This paper refers essentially on customer satisfaction associated with the products from two leading oil companies in Macedonia: Makpetrol AD and Lukoil Macedonia. The aim of this paper is to emphasize the level of customer satisfaction in the downstream oil segment in terms of long term loyalty and economic consistency. The analysis of the customer satisfaction will be researched with elaborating and comparing customer satisfaction from oil companies in Macedonia - Makpetrol AD and Lukoil Macedonia – which have equal price and quality. The research is concentrated on the key elements that determine customer satisfaction from Macedonian oil companies. The analysis results indicate that customer’s can clearly demonstrate affection toward certain company and concludes the utmost importance of customers’ satisfaction for achieving sustainable competitive advantage within the Macedonian oil retail market.

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