INTRODUCTION:

India has recorded 3rd position on energy consumption in 2019 after China and the USA and is also expected to have growth in demand year on year¹. This opportunity resulted in more focus on the Indian fuel retailing sector. Fuel such as Petrol and Diesel is sold in India at fuel stations operated by Oil Marketing Companies (OMC) through their franchisees. Fuel used to be sold as a commodity in pre-independence and early years of post-independence in India. The Government and State-run Oil Companies regulated the fuel price (PSUs) in the business with hardly any competition. With phased deregulation of price by the Government, entry of private players in the fuel retailing sector, competition among themselves has increased considerably².

During the last few decades, technology advancement from analogue to digital and from digital to Artificial Intelligence (AI), Big data, IoTs took place across all the industries, and this is changing the way industries function worldwide, from manufacturing to the service domain³. Global retail has transformed significantly due to this customer service has undergone a change in line with due to technological advancement, change in customer habits, expectations, etc.⁴. In the Indian context, the adoption of technologies in the Oil and Gas downstream side is not significant, particularly in customer identification, recognition, and meeting their expectations of product and service mix. General retail has made quantum advances in technology adoption and thus led to enhanced customer experience, petro retailing is yet to catch up⁵. Petrol retailing in India, a commodity business under highly regularized conditions, with time, with the exposure of the latest technology, has become a service-based business to cope with the evolving customer buying behavior².

The Digital and Technology domain has also had a significant impact on the consumer decision-making process. Social media is being used as an important role in marketing and strengthening their brand and creating more sustainable customer relationships6. Companies today are using social media to offer customers a more personalized way. Moreover, there is an increasing trend towards sharing customer information among different service industries to assess customer buying patterns, thereby designing and delivering suitable customized services to the target segments to enhance their customer experience with better service offers⁷.

Adoption of Technology is visible almost in all industries, which enhances productivity and efficiency. Implementation of AI in Indian commercial banks towards customer services helped banks to offer better services proactively⁸. It has also impact understanding the customer banking need towards satisfaction⁹. Mobile payments with digitalization enhancement have changed customer buying behavior to a large extent¹⁰; adoption of information technology in SMEs (small and medium scale) industries plays a vital role in growth¹¹. Online shopping has shown a boom in the recent past. Considering that online shopping revolves around information technology, a study showed an impact of technology adoption on the customers' repurchase intention the customers¹². Online purchase is spreading its wings all across around the world. While customers think about online purchasing services, accessible mode of payment, doorstep delivery, promotion, and offers are some parameters considered by the customers for setting preferences¹³. It has also been observed that technology integration with marketing is essential to connect with internet-savvy customers to meet their choice and convenience¹⁴. Digital-led advertisements have shown an impact on customer buying behaviour¹⁵. India being a young country compared to other countries, has become an attractive market. During the Covid pandemic, digital technology adoption has impacted consumer behavior to a large extent¹⁶. Usefulness, Aesthetics/Visual appeal, ease of use, intention to purchase, and intention to recommend are the factors customers evaluate in their decision-making in the tourism industry. Massive digitization influences customer's decision-making process in an online travel plan in the tourism industry¹⁷. Brand name, Product details, Price consciousness, General awareness are the four factors that impact customer's buying behavior in online shopping for FMCG products¹⁸. The study has also shown that digitization has largely adopted in the agricultural sector, including usage of Drone technology, IoTs, etc., to have precision agriculture for more efficiency and yielding^19,20.

With the evolution of customer needs and the increasing competition among the marketing companies, a shift in the service is visible. At the same time, recent spikes in petrol and diesel prices have bothered most of the consumers. While shooting oil prices have hit family budgets, short-selling or selling adulterated fuel is a common phenomenon across the country. As per data shared by the Government of India, many fuel station frauds happened from 2014 to 2017, and Maharashtra led the table with 1560 cases, followed by Uttar Pradesh and Delhi with 913 and 785 cases, respectively. This may be the small part because most cases go unreported²¹. With the number of vehicles plying on the road increasing every year, fuel prices are sky-rocketing, frauds at petrol stations are growing day to day²².

Customers are more evolved and demanding more preferred digital technology-led solutions²³. At the same time, it is more prone to data hacking with more digitization, leading to more frauds. It is thus required to establish a solution to avoid frauds related to payment and improper payment against delivery of fuels, which are significant means of deception to customers.

LITERATURE REVIEW:

In the Indian Petro retailing market, there are 60000+ fuel stations across the country, and new stations are also coming up²⁴. The study has shown that fuel station management, Price of Fuel, and Technology adoption in services are critical factors that significantly influence retail petrol consumption in India. Other factors such as fuel station image, service quality, product assortment, and additional benefits closely correlate with consumer preference²⁵. Technology adoption influences the customers' buying behavior. Service providers are also required to invest more attention in developing technology-based infrastructure and services to meet the evolving behavior and requirement of the Indian petro retail customers²⁶. Usage of IoT and AI in petro retailing had shown an impact towards enhanced customer experience and enhanced operational efficiency²⁷. Usage of IoTs has also shown a significant impact on overall service excellence and profit maximization for the organization²⁵. However, there is an overall lack in adopting technology in customer service in the petro retailing context^3,5. It has also been observed that a gap is existing in the adoption of digital payment technology on petro retailing in the Indian context, whereas it is widely accepted in the general retail sector²⁸

In the Indian context, many tricks have been reported as used in fraud to customers, such as (a) attendants engage customers in small talks while appearing to set the meter to zero and starting point of fuelling is not ensured, (b) attendant may not reset the meter after the previous customer's vehicle is refuelled, (c) A faulty meter – attendant start ticking even before the fuel starts to flow from the hose (d) A fuel hose longer than required^29,30. In another study, other ways of fraud to customers at fuel stations have also been reported. (i) Taking advantage of customer's engagement with some conversation resulting short fuelling by distraction. (ii) Tweaking fuel-dispensing machines using integrated chips resulting in manipulated delivery of fuels to customers (iii) Filling the premium version of Oil without asking customers to meet attendants target (iv) blocking Mirror of the customer and filling fuel to another Vehicle are they generally happen when customers are sitting inside their car. (v) Start-Stop Trick to create an airlock that leads to locking some quantity of fuel inside the fuelling machine. (vi) Resetting the Meter to your final amount during the fueling. In most cases, it is the attendant who is responsible for the small frauds and cheating. Attendants carry out some on their own, and some with the help of fellow attendants since payments happen by both cash and card, enabling them to adjust the amounts³¹.

When frauds happen at the fuel station, there is the provision under the Act of the country's law, namely, the Petroleum Act and Rules and the Weight and Measures Act. The Oil Companies and the Ministry officers carry out regular checks, inspections under Guidelines, namely Marketing Discipline Guidelines³². Also, the State government authorities have stepped up action against malpractices involving a short supply of fuel³³.

Digital transformation has disrupted the payments ecosystem. Technology innovation around contactless payments has transformed the payment industry by providing concrete advantages and benefits to both consumers and service providers. The application of contactless functionality with traditional card payment extends a better customer experience due to convenience. Furthermore, service providers can improve their operational efficiency through faster digital transactions and reduce time with more contactless payment. The infrastructure deployed to process contactless payments is also certified and aligned with the latest security standards to ensure success³⁴. Digital Payment has emerged as a foolproof way for businesses and enterprises to operate in the new normal post-COVID-19. In the coming days, the adoption of contactless payments is estimated to increase and may also result in further innovations in contactless technology, which might lead to disrupting the financial sectors to a large extent³⁵.

The Government's 'Digital India' initiative enabled OMCs to create a strong emphasis on enhancing digital transaction share. However, inconvenience towards swapping a card, entering pin credentials pushes customers back, and cash usage is still on the higher side. Covid-19 has impacted the conventional buying behavior and customer expectations, transitioning the above from a nice-to-have to a must-have. Given the multiple interaction points in a conventional fuelling transaction, such as conveying the fuel type, fuelling amount, making payment post-fuelling, Covid-19 infection risks are high. However, these can be minimized to a bare minimum if a solution such as contactless payment is implemented³⁶.

In the Indian context, Bharat Petroleum Corporation Limited has come up with a contactless mode of payment known as NFC. The quick 'tap and go' facility also helps consumers to keep their financial data confidential alongside health safety, as it never leaves their hand³⁷. State Bank of India, a state-run bank, and Indian Oil, a major state-run oil and gas company in India, launched the contactless debit card for convenient and secured contactless payment using "Tap and Pay" Technology. This now becomes the responsibility of industries to contribute to the safety of citizens and their consumers, keeping the safety of both in mind³⁸. It is observed that the adoption of technology helps OMCs to improve operational efficiency in customer service at the forecourt²⁷. It has also been observed that the usage of video analytics technology has a positive impact on improving customer buying journeys²⁶.

It can be seen that the distraction is the most commonly used weapon by the attendants; also, the money charged against the actual fuelling is the major grey area. While OMCs are working on various measures concerning checking, implementing various guidelines, etc., including introducing multiple modes of payment, there seems to be a gap in the linkage of fuel dispensed to customers and the amount charged to them. This requires some technical intervention to ensure the right amount is charged against the fuel delivered to the customers.

RESEARCH OBJECTIVES:

Fuel stations play a significant role since it is the only touchpoint for the customers to get serviced. In the present age of modern technologies, services are hugely dependent on the adoption of technologies. Identification of customers before the fueling is a delight to the customer service towards the superior buying experience. With the frauds reported at the fuel stations, increase in digital mode of payments, integrating payment with the fueling transaction is very much in need of the business to ensure nil frauds on payment aspects.

Currently, OMCs have an automation system at their fuel stations that provides various functionalities and MIS reports to handle the fuel station operation and facilities equipment, including the dealerships/franchisees to manage the operation and customer satisfaction. The automation system has various customer-centric functionalities like personalized billing, e-bill in the form of SMS, capturing of all the transactions at the fuel station electronically on a real-time basis. The customers have well appreciated these functionalities in the industry. However, there is a gap in integrating payments to the fueling transactions to nullify the frauds related to payments. The "Integrated Payment Mechanism" implemented at selected fuel stations in the city of Mumbai to further evaluation of its contribution to hassle-free fueling experience to customers by leveraging technologies. The article aims to study the "Integrated payment mechanism" at fuel stations and its influence on customer buying behavior, experience, and satisfaction.

METHODOLOGY:

In the current scenario of Petro Retailing in India, service delivery is being monitored, ensured predominantly through manual processes where human interventions are required periodically. With the increasing numbers of frauds reported with customers in fuel stations, though OMCs have provided automation systems at the fuel outlets, this is mainly used for stock and transaction monitoring and tracking post-incident scenarios. Presently, usages of the automation system towards customer service delivery are negligible. Some critical activities towards service delivery to customers, ensuring correct payment charged to the customer against the fuelling, tracking and preventing frauds, are currently being done manually at fuel outlets. With vast technological development in automation and financial sectors, such technology can help develop a solution to ensure the customers' payment with the correct amount fueled.

In our study, we have focused on ensuring the correct delivery of fuels and payment against the transaction by integrating both fuelling and payment parts with the help of technology. The solution is implemented at ten fuel stations in Mumbai city and observed for Four months (January –April 2021). Apart from providing a technology-based solution, a survey was also conducted on 410 customers, using the convenience sampling method, at the retail outlets' pre and post-implementation of the solution to assess the solution's effectiveness and impact on customer behavior satisfaction and confidence in the fuel station. The data so collected have been analyzed statistically to understand the efficiency and benefit of the solution and also customer acceptance of the same with impact on the sales volume at the fuel stations.

KEY COMPONENTS OF THE SOLUTION:

The key component used in our study are:

a) Automation system provided at the fuel station and

b) Payment device (EDC – Electronic Data Capture machine). Both the component are already in use at the fuel station for a long time.

The solution is to integrate the payment made by customers linking to the fueling quantity and amount. The fueling quantity and amount was taken from the automation system provided at the fuel station, and the information is sent to the EDC machine. EDC machine process the payment against the transaction received with a print of the bill against the same. The process flow is depicted in Figure -1.

Figure 1: Flow Process of Integrated Payment Mechanism

RESULTS AND DISCUSSION:

The solution was observed for four months and experienced the learning, and evaluation is carried out based on the data available from the experiment. Data so collected from the automation system and survey feedback from the respondents were analyzed.

Analysis of the respondents with respect to age, gender, different level of educational qualification, occupation, type of vehicle used, type of fuel consumed, and frequency of fuelling is carried out (Figure 2 and 3), and it shows that respondents are fairly distributed for all the parameters and response from probable segments of customers are covered.

Figure 2: Demographic, Educational, and Occupational detail of respondents

Figure 3: Type of vehicle, fuel used, and frequency of fuelling of respondents

Sales volume data during the observation period of four-month was collected from OMC. A steady increase in volume thus revenue was observed month on month. The growth was in double-digit percentages for all the fuel stations under observation, and it was varying from 11-21% in four months—figure 4.

Figure 4: Sales volume

Fuel Station	Growth (%)
Fuel Station 1	14%
Fuel Station 2	15%
Fuel Station 3	14%
Fuel Station 4	11%
Fuel Station 5	16%
Fuel Station 6	19%
Fuel Station 7	17%
Fuel Station 8	15%
Fuel Station 9	21%
Fuel Station 10	19%

The survey result experience shows that 88% of customers' experiences were satisfactory with the implemented solution (Figure - 5), which indicates that the solution positively impacts customer experience and satisfaction.

Figure 5: Customer satisfaction feedback

Further, the data were analyzed concerning the preference of integrated payment on various customer segments like for four-wheelers and two-wheelers segment. It has been observed that 82% of "4 wheeler" customers preferred integrated payment, whereas 78% "2 wheeler" customers’ preferred integrated payment, including automation generated bills. At the same time, drops in customer grievances related to payment, quantity, and services have also been observed at the fuel stations. The drop of such grievances is varying from 54% to 87% at the Fuel stations. This indicates the efficacy of the solution towards building customer confidence. The fueling cycle has also got reduced at these fuel stations. Improvement in cycle time was also observed at all the stations ranging from 12-17%.

An increasing trend of conversion to Integrated payment over total receipt at the fuel station has been observed, and % conversion was seen varying from 13.5 to 25.9 on the fourth month (Figure – 6). At the same time, the number of the integrated transaction were also increasing over the months. A quantum jump was observed in the fourth month for all the ROs (Figure -7). It indicates that the gestation period for the solution is around three months for the customers to adopt and use it.

Figure 6: % conversion of integrated payment trend

Figure 7: Integrated payment trend (Absolute numbers)

Impact on Fuel Station:

With the implementation of the integrated mode of payment, chances of fraud get eliminated, resulting in enhanced customer experience and satisfaction, leading to an improved Brand image of the fuel station.

Impact on Customer:

The solution ensures that customers are charged against the exact quantity of fuel filled into their vehicle. It also ensured that nil impact customers are being diverted and pre-engaged during fueling with proof of service as bill print out. This ensures a hassle-free and secure fuelling experience for the customers.

Impact on Service Providers (OMCs):

The solution enabled service providers to provide a full-proof solution to the customers towards a safe and secure fuelling experience. The solution is replicable and can be implemented across the network of fuel stations. The service providers now have the visibility of customer buying behavior and have information to design a differentiated value-based offering for the customers. The solution helps the OMCs monitor customers' fueling patterns, thus enabling them to develop an effective approach to building a long-lasting relationship. This will help adherence to the protocols and enhance the company's overall service quality delivery and brand image in the long run.

CONCLUSION:

Technology enhancement has changed the way business happens in general. Customers have evolved with the exposure of technology-based products and services in industries, specifically in retail, where they are more exposed to such technology-led environments. At the same time, customers are also deprived on many occasions in petro retailing services, which are because of a lack of technology adoption in service and processes. With the government's encouragement, overall digital payments have taken a sharp increase, and a similar trend is also visible in petro retailing. An increase in several frauds coupled with digital payment frauds has led to unhappy customers. Technology-led approach to introduce integrated payment with automation system ensures (a) payments are made against the fuelling transaction nullifying chances of wrong payment (b) system generated auto receipt of the transaction nullifying manual intervention thus reduction in chances of manipulation (c) enabling acceptance of multimode of payment in integrated mode (d) SMS confirmation of quantity and amount – revalidation of " proof of service" (e) reduction in customer grievance leading customer satisfaction and (f) enhancement of fuelling and service efficiency by a reduction in fuelling cycle time. This bridges the service gaps through a technology-led approach to understanding customer needs towards building trust in Indian petro retailing, contributing towards designing of service landscape for enhanced customer experience and satisfaction with improved buying perception.

SUGGESTION AND RECOMMENDATIONS:

Given the sharp increase in usage of digital payment methods by the customers and increase in frauds to the customers, Oil Marketing Companies (OMC) in India should adopt an integrated payment mechanism across all the fuel stations for a uniform experience by the customers. This shall help in the reduction of frauds with enhanced usage of digital payment. This shall also help service providers (OMCs) adopt various channels to accept different modes of digital payments on one platform with enhanced security to the customers. Adopting such technology shall lay the path for an enhanced customer buying journey and lead to a superior experience at the fuel stations. At the same time, this shall also enable OMCs to have a competitive edge towards sustenance and growth in their business.

LIMITATION AND FUTURE SCOPE OF STUDY:

This article tries to articulate how payment solutions integrated with automation can be helpful in the fuel retailing business as well from a service provider and customer perspective. The study has been conducted at ten fuel stations of one of the service providers in one city only. There is a scope to adapt and scale up the Technology by OMCs' implementation to further enhance customer buying experience and satisfaction in their fueling journey. The study used convenience sampling rather than random, i.e., and The study adopted non-probability sampling instead of probability sampling. Therefore, future studies should use probability sampling like random or stratified to generate results obtained in a larger population.

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Received on 06.07.2021 Modified on 19.10.2021

Asian Journal of Management. 2022;13(1):27-34.

DOI: 10.52711/2321-5763.2022.00006