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Implications of customer value perceptions for the design of electricity efficiency services in times of smart metering
Smart meters are the backbone of modern electricity metering and an
important enabler of reaching energy efficiency targets. The implementation of new
metering infrastructure is, however, making little progress and is often focused on
technical aspects only. Additionally, existing smart metering information systems
do not yet exploit the possibilities to optimally support customers in their electricity
savings activities. Knowing customer preferences is absolutely essential for the
effectiveness of energy efficiency measures and, as a consequence, for realizing the
economic value of smart metering technology. The presented research contributes to
the field by identifying customer value perceptions concerning new smart meter
services in the retail electricity market in Switzerland. Founded on a choice-based
conjoint analysis with a data sample of more than 1500 respondents from three
Swiss regions, five customer segments with different preferences are identified.
With the exception of the comfort-oriented customer segment, the other four segments
are comprised of customers who are willing (1) to pay for smart meter
services and (2) to change their behavior to save electricity. Based on the identified
customer value perceptions, implications for the design of smart meter-based
energy efficiency services are elaborated.
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