Customer Orientation of Electricity Retail Sales Companies
As a result of reforms in the electric power industries of developing countries, many major financially strong consumers have moved away from last resort suppliers who had a monopoly on electricity supply. Many electricity retailers are yet to adopt a focus on the market due to various external and internal factors (a narrow range of tariffs, some customers fail to pay their bills on time, operational efficiency issues). It is obvious that the sustainable development of last resort suppliers might depend on how customer-focused they are, i.e. the quality of customer service, ancillary services programmes, differential tariffs and non-price benefits. The paper describes a system that was developed for assessing the customer-focused approach of an electricity retailer that determines the latter’s competitive edge. Ideas are proposed for improving the customer orientation of last resort suppliers.
KeywordsCustomer orientation Electricity retail sales company Pricing policy Management system Assessment system Differential tariffs Orientation field
The work was supported by Act 211 Government of the Russian Federation, contract № 02.A03.21.0006.
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