Z station owner and operator Dave Gillies said some staff felt responsibility for the horrific incident.
"They did feel that they've had some contribution to what happened in some way," he said.
But the man had showed no "warning signs" or anything to suggest what was about to play out.
Mr Gillies said the man walked into the station about 3.15pm and bought a five-litre fuel container, which was not uncommon.
"He gave no indication there was anything up at all," Mr Gillies said. "He was a very normal customer, chatting away with my team, smiling and friendly while purchasing the container."
The man prepaid $10 of petrol. "As he walked out he actually said to my cashier 'have a good afternoon'."
The last station staff saw of the man was him putting the fuel in his container and leaving, toward Cameron Rd. "The next thing my guys saw was a little plume of black smoke coming up from behind Sierra Cafe. Then a member of the public raised the alarm with a team member on the forecourt. They grabbed the two fire extinguishers we have out the front of the forecourt and our member of the public had already called the emergency services."
Z station staff then used their forecourt's water containers to continually pour water over the man until an ambulance arrived.
Mr Gillies said his staff had been trained in first aid and knew exactly what to do when it came to burns and other accidents.
"The big thing for me is my guys did everything they possibly could. It's a massive thanks to everyone who helped at the time."
Tauranga police Acting Senior Sergeant Tristian Murray said several members of the public and the fuel station staff had acted heroically in trying to help the man.
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* Lifeline - 0800 543 354
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