BEND, Ore. - With fuel sales at some gasoline stations in Oregon remaining the same for the past two years, the Stop and Go Shell station in Bend has seen gasoline sales increase at a steady clip, the Associated Press reports.

Owner Kent Couch uses what he calls the "wow factor" to let customers know he cares about them and their business. "When I bought the gas station in 1997, I didn??t know anything about the fuel business, but I knew from my prior experience managing grocery stores that customer service is the key to success, so the first thing I did was reinstate windshield washing," he said.

With customer praise pouring in, Couch drew inspiration from old photographs and movies showing crews swarming over cars at the pump and performing various tasks. Now his attendants don white uniforms and folded hats reminiscent of what some service station workers wore during the 1930s to early 1960s.

"I figured if we are going to do the old-fashioned service, we ought to dress the look," he said. "We tell our employees the uniform represents good customer service, so you wouldn??t want to wear the uniform and not provide good customer service."

Couch requires his attendants to wash the windows, and gives bonus points?"and bonus pay?"for additional services performed for customers when time permits. Attendants sometimes get tips from appreciative customers for the services.

His attention to customer service has paid off. Each year since he bought the station, gasoline sales have risen.

Couch has never been one to shy away from publicity. Three years ago, he affixed helium balloons to his lawn chair and rode it 193 miles from a launch pad at his station to Baker City. That stunt garnered national media attention and customer interest in the station.