Why Did This Gas Station Owner's Customer Satisfaction Soar?

"At First, I Didn't Know Where to Voice My Concerns"
From Uncertainty to Trust: How Korea National Oil Corporation Changed the Game for Affordable Gas Stations

"The supply was inconsistent, settlements were delayed, and unit prices varied so much that at first, I didn't even know where to voice my concerns. It was tough."

This is the experience of a manager who entered the affordable gas station business in its early days. He said that the headquarters of Korea National Oil Corporation, which launched the affordable gas station project, felt distant and unapproachable.

Choi Kwanghee, who has been running a self-operated affordable gas station in Cheongju since 2013, recalls it this way. Even if he understood that some things were inevitable due to market conditions, the uncertainty of supply volumes and prices was always a major challenge.

He said, "The most difficult thing was the sense of helplessness, feeling that nothing would change no matter where I voiced my discomfort."

But now, he speaks with conviction. "These days, even before we mention any issues, Korea National Oil Corporation is already taking action and listening to us," he said, expressing concern that the corporation might withdraw from the affordable gas station business.

He even joked, "If Korea National Oil Corporation disappears, we are doomed," with a hearty laugh.

A view of a budget gas station in Cheongju.

In 2024, Korea National Oil Corporation (President Kim Dongseob) rose two levels from 'Insufficient' to 'Excellent' in the public institution customer satisfaction evaluation. This is the only case among the 182 public institutions evaluated.

For Korea National Oil Corporation, the survey targeted actual users such as affordable gas station operators and customers of Petronet and Opinet. The results showed improvement in all indicators compared to the previous year, including overall customer satisfaction, service quality, and social responsibility.

The corporation emphasizes that this achievement is not just a matter of image improvement, but the result of genuine efforts for practical improvements and structural changes on the ground.

Korea National Oil Corporation has independently developed and is operating the 'Affordable Gas Station Integrated Information System (ECOS)', a customer-centric supply operation and complaint integrated management platform, to reflect field feedback in real time. They have also strengthened their feedback system by regularly conducting surveys and meetings to gather difficulties and promptly respond to requests.

Additionally, information platforms such as Petronet and Opinet are continuously improving their user interface and user experience (UI/UX) based on feedback collected through meetings with partner companies.

They have shortened the update cycle for real-time price information, upgraded the map platform, and developed features such as a business trip fuel cost calculator, all in response to customer demands, focusing on enhancing service quality. These changes are also transforming the business practices of affordable gas station operators.

Choi said, "In the past, I relied on intuition to follow oil price trends, but now I just need to check Opinet. With ECOS, supply has become predictable and settlements transparent." He emphasized that it is now possible to operate with a plan, rather than just enduring.

At the heart of these changes is sincere communication that goes beyond mere system improvement. Korea National Oil Corporation introduced its approach of viewing customers not just as sources of feedback, but as co-creating partners. All institutional improvements and system innovations are designed to start from the voices in the field and return to the field in a cyclical structure.

A representative from the corporation said, "This customer satisfaction survey result is not just a numerical achievement, but evidence of restored trust felt on the ground," adding, "We will listen sincerely to our customers, respond in practice, and ensure real improvements from the closest possible distance."