Driving the Image of an Electricity Supplier through Marketing Activities
Driving the Image of an Electricity Supplier through Marketing Activities

Summary/Abstract: The liberalisation of the electricity market enables consumers to freely choose their electricity provider. Consequently, it is crucial for these providers to cul-tivate a positive image, as it can lead to customer loy-alty and positive recommendations. However, to date, no research has been conducted to assess how the marketing activities of electricity providers within the marketing mix affect their image. Therefore, the aim of this study is to determine how marketing ac-tions undertaken within the marketing mix by elec-tricity providers inf luence their image. Referring to the Stimulus-Organism-Response (SOR) theory, research hypotheses were formulated, and a regres-sion model was constructed, assuming the positive impacts of selected marketing actions of electricity providers on their image. A quantitative approach was employed to test the research hypotheses. Data were collected through a questionnaire survey of 503 randomly selected domestic electricity consumers, and statistical analysis was used for the purposes of data analysis. The research results indicate that the following marketing activities of electricity providers have a positive impact on their image: offering other products along with electricity, providing price dis-counts, providing physical customer service offices, and engagement in sponsorship. Several positive ef-fects of marketing activities of electricity providers on their image were identified. Thus, the study the-oretically contributes to the field of marketing man-agement of energy companies. Based on the results obtained, the following practical implications for electricity providers can be proposed. It is recom-mended that these providers employ the following marketing activities to shape a positive image among consumers: offering other products along with elec-tricity, providing price discounts, providing physical customer service offices, and engaging in sponsorship. In line with the literature, this positive image should foster desired consumer behaviour from the perspective of the electricity provider (e.g. customer loyalty, issuing positive recommendations)

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