| Abstrakt: |
The liberalisation of the electricity market enables consumers to freely choose their electricity provider. Consequently, it is crucial for these providers to cultivate a positive image, as it can lead to customer loyalty 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 actions undertaken within the marketing mix by electricity providers influence their image. Referring to the Stimulus-Organism-Response (SOR) theory, research hypotheses were formulated, and a regression 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 discounts, providing physical customer service offices, and engagement in sponsorship. Several positive effects of marketing activities of electricity providers on their image were identified. Thus, the study theoretically contributes to the field of marketing management of energy companies. Based on the results obtained, the following practical implications for electricity providers can be proposed. It is recommended that these providers employ the following marketing activities to shape a positive image among consumers: offering other products along with electricity, 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). [ABSTRACT FROM AUTHOR] |
