From Customer Satisfaction to Customer Segmentation

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


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 companies and operating companies.

Shell Petroleum NV and The Shell Petroleum Company Ltd between them own all the shares in the service companies and directly or indirectly, all the Group interests in the operating companies other than those held by Shell Petroleum Inc. which has a direct shareholding in Shell Oil USA.