| Summary: | In Brazil, the increase in vehicle sales has created various challenges for the fuel market. One major challenge is
to make the trip to the gas station a more pleasant activity for customers. In this context, the use of RFID (radio-
-frequency identification) is an alternative for seeking a competitive advantage through loyalty and personalized
services for gas station customers. This article proposes a structure for using RFID in the fuel retail sector. The
first part of this article discusses the concepts of RFID technology, the National System for Automatic Vehicle
Identification (SINIAV), and relationship marketing and customer loyalty. The subsequent sections contain
the proposed structure and the feasibility of adopting this technology. Finally, it was concluded that costs, the
absence of international standards, and little knowledge of the technology still impede greater use by companies.
Major concerns were seen regarding data privacy. The popularization of this technology may help reduce implementation
costs and favor larger-scale adoption of the structure proposed in this study.
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