“…RFM model can be used to accurately estimate customer lifetime value (CLV) (Buckinx & Van den Poel, 2005), (Fader et al, 2005), (Sohrabi & Khanlari, 2007) and for segmentation and profiling of customer (Tsiptsis & Chorianopoulos, 2011). Although there are a lot of studies showing that RFM model can be used for customer segmentation and profiling in the world such as (Piersma & Jonker, 2004), (Wei et al, 2010), (Namvar et al, 2011) , (Maryani & Riana, 2017) there are very few case studies in Turkey. These few studies applied on different sectors e-commerce sports shop (Birant, 2011), B2B industrial markets (Ekergil & Ersoy, İbrahim SABUNCU & Edanur TÜRKAN & Hilal POLAT 2016), hotel (Dursun & Caber, 2016), pizza restaurant chain (Sarvari et al, 2016), grocery chain (Peker et al, 2017), tourism (Pakyurek et al, 2018), airline (Altan, 2019), e-retailer (Kabasakal, 2020) but no other study on the fuel retailing sector could be found.…”