Consumer switching intention: a study of the Bulgarian electricity market
Author
Bakardzhieva, Slavena Plamenova
Term
4. term
Publication year
2017
Submitted on
2017-06-06
Pages
97
Abstract
Efter at Bulgariens elmarked for husholdninger åbnede i foråret 2016, undersøger dette studie, hvad der påvirker forbrugernes intention om at skifte eludbyder. Det anvender to beslutningsrammer: Theory of Planned Behavior (TPB), som forbinder holdninger, social påvirkning og oplevet kontrol med intentioner, og Engel–Blackwell–Miniard (EBM), der beskriver forbrugeres beslutningsproces. Vi udviklede hypoteser og testede dem med et spørgeskema, der blev distribueret online og ansigt-til-ansigt i tre større bulgarske byer og gav 557 besvarelser. Statistiske analyser undersøgte, hvordan skifteintentionen hænger sammen med forskellige faktorer. Resultaterne viser signifikante korrelationer mellem intentionen om at skifte og kundetilfredshed, subjektive normer (oplevet socialt pres), viden om markedet, alternativers attraktivitet (andre udbyderes appel), oplevet adfærdskontrol (hvor let skiftet virker) og holdning til at skifte. Studiet bidrager teoretisk ved at bygge videre på TPB og EBM i denne kontekst og giver praktisk værdi gennem nye empiriske data, der kan vejlede strategi for eludbydere.
After Bulgaria opened its household electricity market in spring 2016, this study examines what influences consumers’ intention to switch electricity providers. It uses two decision-making frameworks: the Theory of Planned Behavior (TPB), which links attitudes, social influence, and perceived control to intentions, and the Engel–Blackwell–Miniard (EBM) model of consumer decision processes. We developed hypotheses and tested them with a survey distributed online and in person in three major Bulgarian cities, yielding 557 responses. Statistical analyses explored how switching intention relates to several factors. The findings show significant correlations between intention to switch and customer satisfaction, subjective norms (perceived social pressure), knowledge about the market, alternative attractiveness (appeal of other providers), perceived behavioral control (how easy switching seems), and attitude toward switching. The study contributes to theory by building on TPB and EBM in this context and offers practical value by providing new empirical data that can guide strategy for electricity providers.
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Keywords
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