The ever-increasing prices for fuel products in Uganda are critical to be studied at this time and therefore, this study is set to investigate the relationship between petroleum products pricing and customer retention at Total Uganda Limited (TUL). However, petroleum products pricing is considered by the parameters of international, domestic and pump pricing strategies while Customer retention was measured by parameters of customer-products consumption length, number of customers staying, repeat customer rate and number of customers with intention to stay. It is though hypothesized that the interactions between the independent and dependent variables is influenced by mediating variables of Government Policy and; demand and supply for gas and oil products. Concomitantly this study sought to investigate the relationship between petroleum products pricing and customer retention at Total Uganda Limited. A correlational research design was adopted with quantitative and qualitative data collection methods where questionnaire and interview-guide were used for customers and Service Station employees respectively. The results reveal that international pricing had a positive statistical relationship with customer retention at Total Uganda Limited. This was a variable with a weak effect towards customer retention. Domestic pricing was statistically related to customer retention at TUL and Pump pricing was positively related to customer retention at TUL. Pump pricing had a direct impact on customers’ behaviors in terms of quantities of fuel to be purchased. A fact that suggests that the Government of Uganda should implement price subsides for fuel prices to make the prices reduce for the short and long run basis.
