Ethical Marketing Practices and Customer Loyalty Towards Petrol Stations in Calabar Metropolis

Abstract

This study examined ethical marketing practices and customer loyalty towards petrol stations. It specifically sought to unravel the relationship between marketing transparency, quality assurance, environmental responsibility and customer loyalty towards petrol stations. To that end, the study adopted cross-sectional survey research design. This enabled the collection of primary data from 168 motorists in Calabar Metropolis using a structured questionnaire. The data obtained were descriptively analyzed, while the hypotheses of the study were tested using Pearson’s product moment correlation method. The findings of the study revealed that marketing transparency, quality assurance and environmental responsibility had significant positive relationships with customer loyalty towards petrol stations in Calabar Metropolis. On the basis of these findings, we recommended that petrol stations should adopt transparent marketing, maintain honesty in advertisements, ensure trustworthy employees, prevent deceptive pricing, guarantee accurate dispensing pumps, implement quality assurance measures for safety and durability, and exhibit a consistent commitment to environmental sustainability to foster positive perception and encourage repeat customer patronage. From the limitations of the present study, we offered potential suggestions to guide future research efforts.