Customer Perspective of LPG in Rural India

GlobalNxt University Working Paper Series, No. 003/2016

26 Pages Posted: 25 Oct 2016

Date Written: October 24, 2016


The liquefied petroleum gas (LPG) market in rural India is set to see sustained growth in coming years with overall economic growth and infrastructure development in the rural parts of India. Service quality has become the key success mantra in all sectors ranging from health care to retailing. Protecting the existing customer base and retaining the current customers’ loyalty is the crucial competitive advantage of the company. Services are seen to be the most important factor for generating customer satisfaction, which in turn creates customer loyalty. The study involves ascertaining any perceived gaps between customer expectations and perceptions of the service offered using the SERVQUAL instrument for Bharatgas customers in rural India. Data analysis is carried out to understand the dimensions of service quality which need to be improved so that customers get better service quality thereby retaining the existing customers, creating the brand image and attracting new clients. The study is conducted to understand the consumer perception of LPG in rural parts of India. Results indicate that there is a positive relationship between the dimensions of service quality and customer loyalty.

Keywords: service quality, customer satisfaction, customer loyalty, Bharatgas, rural India, oil and gas industry

JEL Classification: L14, L95, M53

Suggested Citation

Pathrabe, Vilas, Customer Perspective of LPG in Rural India (October 24, 2016). GlobalNxt University Working Paper Series, No. 003/2016, Available at SSRN: or

Vilas Pathrabe (Contact Author)

GlobalNxt University ( email )

Unit No A(ii)
Level 5, Menara Shell, Jalan Tun Sambanthan
Kuala Lumpur, 50470

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