This work was developed with the purpose of determining the set of most relevant attributes to the satisfaction of reseller clients of a fuel distribution company, using qualitative methods of exploratory nature. In a second moment, the relative utilities of each attribute were determined by application of Conjoint Analysis method. The results have shown that some attributes presented greater utilities than others and, this way, the companies should manage them carefully, in order to provide greater satisfaction to its clients, and becoming more competitive. This research also allows companies to perform trade-offs between attributes composing products and services that best fulfill their clients needs.