Customer loyalty: a proposal for the use of RFID in the Brazilian retail fuel sector

• Main Author: Marcos Luiz Lins Filho
• Format: Article
• Language: English
• Published: Universidade Estadual Paulista 2015-09-01
• Series: GEPROS: Gestão da Produção, Operações e Sistemas
• Subjects: fuels; Loyalty; RFID; Retail
• Online Access: http://www.gepros.feb.unesp.br/index.php/gepros/article/view/1291/667

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.