Identify and rank the factors affecting customer loyalty in the branding process of refueling stations

In the implementation of Article 44 of the Constitution and with the aim of reduction of the government incumbency, branding companies have been established and branding and loyalty have been raised as concerns of these companies. The purpose of this study was to identify and prioritize the factors affecting customer loyalty as one of the main contexts of refueling sites’ branding as an applied study in two steps. In the qualitative stage, the factors are determined by content analysis and interview, and in the quantitative stage, based on the customers' opinions, they are ranked with the Best-Worst Method. The statistical population of the qualitative step included the marketing managers of brand companies and the refueling stations’ owners that selected judicial and in the quantitative stage, the customers’ participants were selected based on convenience sampling. Research findings are presented in a conceptual model with 19 components and 63 codes and ranking of factors indicated that location, station services, welfare facilities, human factors, architecture and environment, and brand of stations have been selected as customers preferences.