Abstract: Under the ever-increasing capital intensive environment that contemporary process industries face, oligopolies begin to form in mature markets where a small number of companies regulate and serve the customer base. Strategic and operational decisions are highly dependent on the firms’ customer portfolio and conventional modelling approaches neglect the rational behaviour of the decision makers, with regards to the problem of customer allocation, by assuming either static competition or a leader-follower structure. In this article, we address the fair customer allocation within oligopolies by employing the Nash bargaining approach. The overall problem is formulated as mixed integer program with linear constraints and a nonlinear objective function which is further linearised following a separable programming approach. Case studies from the industrial liquid market highlight the importance and benefits of the proposed game theoretic approach.