Examining Consumer Behavior in the Liberalized German Energy Marketbthe Influence of Customer Satisfaction on Customer Willingness to Switch Public Utility Companies

Gianfranco Walsh, University of Strathclyde
Klaus-Peter Wiedmann, University of Hanover
Markus Groth, The Australian Graduate School of Management, UNSW
EXTENDED ABSTRACT - In most European countries (e.g., Belgium, Denmark, Netherlands, Spain), the energy industry continues to undergo dramatic changes. Amidst a progressing liberalization of European energy markets, customer relationship management (CRM) concepts and their central goalBcustomer retentionBare playing an increasingly significant role in the marketing considerations of energy supply companies. Yet, surprisingly little is known about the reasons why customers remain loyal to a particular energy supplier or why they switch suppliers. Energy suppliers need information on target group satisfaction and associated switching tendencies as well as customer willingness to switch utility providers. Most existing studies limit themselves to the quantitative determination of customers willing to switch.
[ to cite ]:
Gianfranco Walsh, Klaus-Peter Wiedmann, and Markus Groth (2004) ,"Examining Consumer Behavior in the Liberalized German Energy Marketbthe Influence of Customer Satisfaction on Customer Willingness to Switch Public Utility Companies", in NA - Advances in Consumer Research Volume 31, eds. Barbara E. Kahn and Mary Frances Luce, Valdosta, GA : Association for Consumer Research, Pages: 373-374.