The importance of customer satisfaction and good reputation for grid operators
Does the power industry need satisfied customers and a good reputation? This question has been raised in Norway several times in the past. Norway was one the first countries to deregulate its power market (1991), and has experienced to full extent the consequences of a free market. In the competitive part of the sector the importance of consumer opinions for the company’s business has been a well-known fact, while it took some time for the monopolized part of the sector to realize this. Norway has throughout the years had a technically advanced and highly developed power grid. The security of supply of the grid is very high, and power outages are seldom experienced. For this reason the Norwegian customers take it for granted that the electricity is delivered, that they get the information they need in case of a breach, and that eventual problems are solved within reasonable time. The customers are very content with the power companies′ core activity, the delivery of energy. But, paradoxically, the customers are dissatisfied with the price and tend to be reluctant to pay for an operationally secure power grid. They have difficulties seeing the connection between secure deliveries and the level of the grid fees. Today, the Norwegian power companies face a situation where the power grid needs improvement. It is expected that the costs will have to be financed through grid fees, but the customers are not willing to pay higher fees. When asked what the Norwegian society should spend more money on, no more than 6％ of the consumers consider an upgrading of the power grid as important. The strong dissatisfaction with grid fee contributes to weakening the reputation of the Norwegian power industry, and makes it harder for the industry to be met with sympathy among the consumers. This paper looks into the challenges the grid operators face regarding the Norwegian consumers and how lack of customer orientation and information contributes to weakening the sectors reputation. The experiences from the Norwegian market will be useful for government regulators and other actors when drafting information and communication strategies. In addition, one might acquire a better understanding of the factors that influence customer behaviour.
Grid Operators Satisfaction Reputation Electricity Customers Power Grid
EVA FOSBY LIVGARD
TNS Gallup Norway
国际会议
桂林
英文
1-6
2009-10-28（万方平台首次上网日期，不代表论文的发表时间）