In 2018, the owner of a Sasol Limited (Sasol) fuel retail franchise in Pretoria, South Africa, was facing the challenge of how to continue growing her business by retaining her existing customers and offering the products and services they expected. A woman entrepreneur in a male-dominated industry, the franchisee had worked her way up the corporate ladder in the financial services industry and, after being retrenched from her position at a bank, had purchased a fuelling station. She now wanted to gather information on her customers’ needs in order to make an informed decision about how to scale the service offerings at her site to increase revenue, but she was unsure as to how to go about gathering this information. Various brands in the service station industry had seen decreased customer visits, and in this competitive environment, it was important to increase her efforts in building loyalty among her service station’s customers.
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