OWUSO, Stephen Monima
Department of Marketing
Faculty of Management Sciences
Rivers State University, Port Harcourt
stephen.owuso1@ust.edu.ng
EBENUWA, Augustina
Department of Marketing
Faculty of Management and Social Sciences
Dennis Osadebay University, Asaba
Abstract
The main purpose of this study was to examine the relationship between search convenience and
satisfaction of customers of independent petroleum product marketers in Port Harcourt. The
study adopted a cross-sectional survey. The population of the study comprised 450 registered
independent petroleum marketers in Rivers State. A sample size of 212 was determined using the
Taro Yamane formula. Primary data was collected using a questionnaire, while data analysis was
done using Spearman’s Rank Order correlation. The study found that search convenience relates
to satisfaction of customers of independent petroleum product marketers in Port Harcourt. The
study therefore concludes that a significant relationship exists between search convenience and
customer satisfaction; and recommends that Independent retail Petroleum Marketers in Rivers
State should provide adequate information that would inform prospective customer as to what
they have to offer as convenient to the customer as possible. Also, that, independent retail
petroleum marketers should ensure they site their retail stations at location that would afford
customers the best possible access in order to achieve customer satisfaction.
Keywords: Customer retention, customer satisfaction, repeats purchase, search convenience