Preferences for service bundles in the energy sector – a survey of German private households
International Journal of Energy Sector Management
ISSN: 1750-6220
Article publication date: 8 March 2022
Issue publication date: 23 September 2022
Abstract
Purpose
The purpose of this study is to examine private households’ preferences for service bundles in the German energy market.
Design/methodology/approach
This investigation is based on survey data collected from 3,663 customers of seven mainly municipal energy suppliers in the German energy market. The data set was analyzed via a binary logistic regression model to identify the most prospective customers and their preferences regarding bundles of energy services.
Findings
The results indicate that potential adopters of energy-related service bundles have greater prior knowledge about service bundles; place higher importance on simplified handling, flat rates and long price guarantees; prefer to purchase a service bundle from an energy supplier; live in urban areas and have a gas tariff; are both less likely to have a green electricity tariff and to support the German energy transition; have a greater intention to purchase a smart home product; are less likely to already be prosumers; and prefer customer centers and social media as communication channels with energy providers.
Practical implications
This paper offers several implications for decision-makers in developing marketing strategies for bundled offerings in a highly competitive energy market.
Originality/value
This paper contributes to the sparse research on service bundles in the energy sector, despite the growing interest of energy suppliers and consumers in this topic. It expands the research focusing on the telecommunications sector.
Keywords
Acknowledgements
This study was enabled by a grant received from Südwestdeutsche Stromhandels GmbH, Energieversorgung Filstal GmbH and Co. KG, EWS Elektrizitätswerke Schönau eG, Stadtwerke Bretten GmbH, Stadtwerke Bruchsal GmbH, Stadtwerke Landsberg KU, Stadtwerke Rottenburg am Neckar GmbH and Stadtwerke Waldshut-Tiengen GmbH which is gratefully acknowledged. The questionnaire was developed with experts from these energy providers. Furthermore, the authors would like to thank participants of the 42nd IAEE International Conference in Montréal, Canada, 30 May to 1 June 2019 for their very helpful comments.
Citation
Hackbarth, A., Tremml, T. and Löbbe, S. (2022), "Preferences for service bundles in the energy sector – a survey of German private households", International Journal of Energy Sector Management, Vol. 16 No. 6, pp. 1214-1239. https://doi.org/10.1108/IJESM-09-2020-0013
Publisher
:Emerald Publishing Limited
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