Profitieren Tankstellenunternehmer nachhaltig von Spritpreis-Vergleichsportalen im Internet?

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Reduzierung des Tankstellenauftritts allein auf das  Spritpreis-Merkmal

In Zeiten hoher Kraftstoffpreise an den Tankstellen bekommen sie ungeahnten Zulauf: die Internetseiten, die dem Autofahrer die vermeintlich günstigsten Tankstellen in seiner Umgebung heraussuchen. Verbraucherverbände, Autofahrerclubs und Politiker werden nicht müde, dieser neuen Form der Preistransparenz zu huldigen und die Spritpreisportale als Allheilmittel gegen steigende Spritpreise zu propagieren.

Tests aus jüngster Zeit haben gezeigt, dass jedoch nicht alle Portale die Ansprüche erfüllen, die viele Autofahrer in sie setzen. In einer Reihe von selbsternannten Preisbeobachtungs-Webseiten haben die darin genannten Kraftstoffpreise schon Patina angesetzt und sind gerade einmal dazu geeignet, dem Ratsuchenden einen Preis seiner Tankstelle zu benennen, der vielleicht vor Wochenfrist   einmal gültig war. Bei anderen Portalen stehen und fallen die Angaben zu den Preisen an den einzelnen Tankstellen von der Bereitschaft und Möglichkeit der Tankkunden, diese zeitnah ins Internet einzugeben.

Deshalb bemühen sich einige Spritpreisvergleichsportale, die Angaben direkt von den Tankstellenbetreibern zu erhalten. Eine Reihe von Tankstellenbetreiber konnten gewonnen werden, die aktuellen Preisbewegungen an ihren Tankstellen direkt über das Internet diesen Webseiten zu übermitteln. Dabei stehen gerade bei den preisgünstig anbietenden Tankstellen die Überlegung im Vordergrund, ihre meist unter dem Durchschnitt angesiedelten Benzinpreise einer möglichst breiten Öffentlichkeit publik machen zu können. In diesem Zusammenhang drängt sich die Frage auf, wie viel nachhaltige Vorteile Tankstellenpartnern eine diesbezügliche Kooperation unterm Strich bringen.

Behauptung 1: Tankstellen gewinnen durch die Ausweisung ihrer Preise in den Preisportalen neue Stammkunden.

Hier liegt m. E. ein wesentlicher Trugschluss vor, denn die Autofahrer, die von den Vergleichsportalen an die aktuell günstigste Tankstelle im Teilmarkt gelotst wurden, können zumeist nur selten als treue Stammkunden gewonnen werden, weil sie spätestens beim nächsten Tankbedarf von den Portalen wieder an die dann aktuell günstigste andere Tankstelle verwiesen werden; den Mehrabsatz macht dann ein Anderer. Mich erinnert dieses Verfahren fatal an ein Strohfeuer, dass rasch verglüht und dem Tankstellenunternehmer auf Dauer wenig positive Einflüsse für das betriebswirtschaftliche Ergebnis liefert.

Dabei ist für das mittelständische Unternehmen Tankstelle kaum etwas so bedeutsam wie ein fester Kundenstamm, der auch die anderen Leistungen, die die Station anbietet,  regelmäßig in Anspruch nimmt; als Beispiel sei hier das Autowaschgeschäft, der Tankstellenshop und das Bistro genannt. Leider erkennen viele Tankstellenchefs nicht, wie wenig unternehmerischen Sinn es macht, sich in diesen Preisbeobachtungs-Webseiten zunehmend stärker gläsern zu präsentieren. Deshalb sollten sie sich kritisch fragen, in wie weit es opportun ist, dieses Spritpreis-Striptease noch weiter zu forcieren. Denn, der Kunde, der den Weg zu einer bestimmten Tankstelle über die Spritpreis-Angaben in den Internet-Portalen findet, betreibt dieses Tankstellen-Preis-Hopping meist dauerhaft und er wird wie die Biene bei nächster Gelegenheit eine andere Blume aufsuchen. Auf diese Weise kochen interessierte Kreise ihr Süppchen, von dem  die Gruppe der Tankstellenbetreiber eher selten profitiert!

Behauptung 2: Die Teilnahme von Tankstellenpächtern an den einschlägigen Preistransparenz-Systemen erzeugt für die Offenheit der Tankstelle eine nachhaltige Dankbarkeit der Autofahrer

Die Dankbarkeit für die gläsernen Preise ist monetär für den  Unternehmer meist wenig ergiebig. Die Preisvergleichsportale kranken m. E. daran, dass sie nur einen kleinen Teil der Tankstellenleistungen vergleichen – den Spritpreis nämlich. Völlig außen vor bleiben dagegen die übrigen Leistungen der Tankstellen, wie die gute Erreichbarkeit, der moderne Baustil, die großzügig angelegten überdachten Tankplätze, die modernen Convenience-Stores,  die einladenden Bistros, die komfortablen Autowaschanlagen, die Sauberkeit. das freundliche kompetente Mitarbeiter-Team und nicht zuletzt die unternehmerischen Leistungen des Betreibers usw. Deshalb darf an dieser Stelle hinterfragt werden, ob es unternehmerisch Sinn macht,  Systemen nachzulaufen, die permanent den Auftritt und Betrieb einer Station ausschließlich auf die Tankstellenpreise als Alleinstellungsmerkmal reduzieren.

 

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