Elkundernas relation till den svenska elmarknaden : En studie om kundnöjdhet och engagemang på elmarknaden

In 1996, the Swedish government deregulated the Swedish electricity market. As a consequence of the deregulation, Swedish customers could start to freely choose between different electricity companies. Different enterprises have tried various strategies in order to shape their image to attract new customers; often focusing on an image revolving around price and environmental friendliness.The purpose of this essay has been to analyze customers’ relations to the electricity market. In order to analyze customers’ relations a quantitative study has been conducted; focusing on customer satisfaction and customer commitment. The quantitative study included a questionnaire with almost a hundred respondents. The data collection took place on the train between the cities of Uppsala and Stockholm.The results show that customers are quite likely to remain with their current electricity company even though very few people are actually committed to their electricity supplier. Furthermore, respondents think that price is the single most important aspect when choosing their electricity company. The respondents who don’t consider price to be the most important aspect seem to favor environmental friendly electricity as the most important aspect. The customers’ perception of how important they are for their company also seems to affect how likely electricity companies are to retain their customers. None of the authors’ chosen categories of respondents seem to have radically different opinions about the question asked in the questionnaire. The authors of this essay think that one answer to why electricity customers are likely to stay as customers even though they are not committed to their current company may revolve around the deregulation of the electricity market being relatively new