REPOWER AG: Akzeptanz von Smart Grid Dienstleistungen
Type
applied research project
Start Date
01 October 2012
End Date
30 September 2015
Status
completed
Keywords
Smart Grid
customer acceptance
energy efficiency
interventions
experiments
Description
Die Forschungskooperation mit der Repower AG beschäftigt sich mit Fragen der Akzeptanz von Smart Grid Dienstleistungen. Dabei werden zum einen die unternehmensinternen Change-Prozesse beim Aufbau neuer innovativer Smart Grid Lösungen durch unsere Forschung begleitet und gestützt. Zum anderen wird erforscht wie sich die Kundenakzeptanz von innovativen Smart Grid Services und Produkten erhöhen lässt.

Konkret wird z.B. getestet, wie die Akzeptanz eines Energie-Effizienz-Portals (online Informationsplattform für Endkunden, welche über Energieeffizienz und Smart Grid informiert) erhöht werden kann. Im Fokus steht dabei die Erhöhung der Nutzeranzahl und Nutzungsfrequenz (mehr aktive Nutzer) mittels psychologischer Interventionen, wie bspw. mittels des Endowment Effekts und Verlustaversion. Unter Berücksichtigung der Machbarkeit (aus Sicht eines Unternehmens) werden verschiedene wissenschaftlichen Experimenten mit Endkunden durchgeführt, um effektive Interventionen zur Erhöhung der Nutzerzahl (Adoption) und der Nutzungsaktivität (Nutzung) zu identifizieren. Basierend auf den Ergebnissen sollen Empfehlungen für die Gestaltung von Energie-Effizienz-Portalen abgeleitet und konkrete Marketingmassnahmen entwickelt werden.


eng.:
The research cooperation with Repower Ltd. addresses the question of customer acceptance of smart grid services. On the one hand, the internal change process in an organization necessary to build new customer oriented innovative smart grid services will be analyzed and supported with our research. On the other hand, ways to increase the customer acceptance of different innovative smart grid services and products will be investigated.

For example, we will test how to increase the customer acceptance of an energy efficiency portal (educational online portal for consumers, which provides information about energy efficiency and smart grid). We will focus on increasing the adoption rate (more users) and usage frequency (more active users) through psychological interventions, e.g. the endowment effect and loss aversion. Taking into consideration the economic feasibility (from a company perspective) different experiment with end consumers will be conducted in order to identify the most effective and efficient interventions to increase adoption rate and usage frequency. Based on our findings we develop concrete marketing measures and we derive guidelines and recommendations for the effective design of energy efficiency portals.
Leader contributor(s)
Member contributor(s)
Partner(s)
REPOWER AG
Funder(s)
Topic(s)
Akzeptanzforschung
Kundennutzen
psychologische Interventionen
Method(s)
qualitative und quantitative empirische Methoden
Benchmarking
Umfragen und Experimente
Range
Institute/School
Range (De)
Institut/School
Division(s)
Eprints ID
220132

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  • Publication
    Behavioral and Attitudinal Customer Loyalty in the Power Sector
    (Springer Vieweg, Springer Fachmedien Wiesbaden, 2016-12)
    Gamma, Karoline
    The emergence of smart grids changes the customer-utility relationship. To facilitate the transition towards a sustainable, reliable and economically viable energy system, utilities need to develop smart grid products and services that have strong customer acceptance and enable different customer segments to engage in energy efficiency. Thus, integrating customer feedback on innovative smart grid services early in the innovation process is of crucial importance. Further, energy providers need to increase customer loyalty and invest in relationship marketing in order to survive and be successful in a competitive market environment. This article presents the findings of a five-month field experiment that investigated the effectiveness of different reward programs in increasing customer loyalty and customer feedback provision in the energy sector. The results demonstrate that reward programs have a positive effect on behavioral (customer feedback provision) and attitudinal (e.g. satisfaction with the energy provider) aspects of customer loyalty. The reward type matters, however. While monetary reward programs are effective in increasing customer feedback provision, only social reward programs can improve attitudinal aspects of customer loyalty. Energy providers should therefore consider tailoring the reward type to meet their program objectives when employing reward programs.
    Type: journal article
    Journal: Zeitschrift für Energiewirtschaft
    Volume: 40
    Issue: 4
    DOI: 10.1007/s12398-016-0186-3
    URI: https://www.alexandria.unisg.ch/handle/20.500.14171/103649