Crossed Glances on the Perception of Customer Competencies Within the Energy Sector: the Case of a French Energy Supplier

This paper discusses the concept of “consumption competence” at the heart of Service-Dominant Logic and the co-creation process of value. In order to examine the issues related to this emerging concept, our research methodology was divided in two parts. In the first one, we introduced a longitudinal ethnography research (2005-2007) based on participant observation and in-depth interviews with employees in a French business energy supplier called “Utility X”. This choice was the best means to understand how do managers in the energy sector consider their customers: are clients represented as active actors or as passive actors within their own consumption experiences. The second part of this research based on in-depth interviews conducted in 2009, involved a group of 10 customers of “Utility X”. The objective of these interviews was to emphasize the consumer’s activation of his competencies in the energy sector. This methodology was applied in order to get crossed glances on the concept of the “consumption competencies” emerging in the energy sector.


Audrey Bonnemaizon and Wided Batat (2011) ,"Crossed Glances on the Perception of Customer Competencies Within the Energy Sector: the Case of a French Energy Supplier ", in E - European Advances in Consumer Research Volume 9, eds. Alan Bradshaw, Chris Hackley, and Pauline Maclaran, Duluth, MN : Association for Consumer Research, Pages: 316-324.


Audrey Bonnemaizon, University Paris-Est, France
Wided Batat, University of Lyon 2, France


E - European Advances in Consumer Research Volume 9 | 2011

Share Proceeding

Featured papers

See More


B8. Factors Influencing Collaborative Consumption Usage in the US market: An Exploratory Study

Pia Annette Albinsson, Appalachian State University
B. Yasanthi Perera, Brock University, Canada
Bidisha Burman, University of Mary Washington
Lubna Nafees, Appalachian State University

Read More


H9. Market Emergence: the Alignment Process of Entrepreneurs’ Socio Cognition and Consumers’ Perception of the Market

Hao Wang, University of South Florida, USA

Read More


Social Sharing of Negative Emotions in Virtual Travel Communities

Clara Koetz, Rennes School of Business
Anke Piepenbrink, Rennes School of Business

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.