The aviation fuels retail business, more specifically for general aviation customers, faces strong competition. Aviation fuels distributors are only distinguished by their presence in Brazilian airports, by offering of incentive programs (by the two major competitors in the market), or by the ground services, which are offered exclusively by the market leader. Because Gas and Oil Business does not invest in similar to retain customers, it is left with price competition, and rarely with choice initiative of some customers, due to a good relationship that the company has developed with them. This case study analyses how these relationships are currently treated by Gas and Oil Business aviation department, regarding the general aviation customers, and which relationship practices could be implemented by the company to gain competitive advantages. The practice of good relationship strategies could help the company to both gain new customers and retain the current ones, and, as a result, increase its sales frequency and volume.