Consumer attitudes to utility products: a consumer behaviour perspective

Consumer attitudes to utility products: a consumer behaviour perspective Introducing consumer choice was one of the key motivations underpinning the various public utility privatisations of the 1980s and 1990s, along with enhancing the quality of service provided to consumers. This was especially the case in electricity supply, where a timetable for the introduction of competition was included in the original legislation. However, evidence from the industry regulator suggests that consumers are proving reluctant to exercise choice, despite the intensity of the supply companies' preparation and marketing campaigns. Indeed, a recent poll by MORI suggests that the number of consumers who have changed suppliers is approximately half that predicted by the industry. This paper, drawing on consumer behaviour theory, seeks to explain the reasons behind the apparent reluctance of consumers to change electricity provider, utilising market research data from both the UK and Germany. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Marketing Intelligence & Planning Emerald Publishing

Consumer attitudes to utility products: a consumer behaviour perspective

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Publisher
Emerald Publishing
Copyright
Copyright © 2002 MCB UP Ltd. All rights reserved.
ISSN
0263-4503
DOI
10.1108/02634500210450837
Publisher site
See Article on Publisher Site

Abstract

Introducing consumer choice was one of the key motivations underpinning the various public utility privatisations of the 1980s and 1990s, along with enhancing the quality of service provided to consumers. This was especially the case in electricity supply, where a timetable for the introduction of competition was included in the original legislation. However, evidence from the industry regulator suggests that consumers are proving reluctant to exercise choice, despite the intensity of the supply companies' preparation and marketing campaigns. Indeed, a recent poll by MORI suggests that the number of consumers who have changed suppliers is approximately half that predicted by the industry. This paper, drawing on consumer behaviour theory, seeks to explain the reasons behind the apparent reluctance of consumers to change electricity provider, utilising market research data from both the UK and Germany.

Journal

Marketing Intelligence & PlanningEmerald Publishing

Published: Dec 1, 2002

Keywords: Utilities; Consumer behaviour; Electricity industry

References

  • An exploration of customer exit in retail banking
    Stewart, K.
  • Customer satisfaction: a meta‐analysis of the empirical evidence
    Szymanski, D.M.; Henard, D.H.
  • Competition and regulation in the UK gas industry
    Waddams Price, C.

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