From customer action to customer segmentation.

This paper describes how research was used to help Shell UK to develop a strategy to understand and build relationships with consumers in a market which has become increasingly competitive: the UK petrol/diesel market.

From Customer Satisfaction to Customer Segmentation

Stephen Bairfelt Shell UK Limited, United Kingdom andTrevor J. Richards Research Surveys of Great Britain (RSGB), United Kingdom

1. SHELL STRUCTURE

It will come as a surprise to few to learn that Shell companies together form one of the largest enterprises in the world.

The Royal Dutch/Shell Group was formed in 1907, when Royal Dutch Petroleum and The Shell Transport and Trading Company Ltd agreed to merge their interests. Royal Dutch has a 60% interest and Shell Transport a 40% interest in the Group, which comprises holding companies, service...

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