報告書番号

Y04008

タイトル（和文）

米国電力会社のブランド戦略と顧客価値にもとづく評価

タイトル（英文）

Brand Strategy and Customer Equity of Electric Power Suppliers in the US

概要 （図表や脚注は「報告書全文」に掲載しております）

１．米国では、約２割の電力会社がブランドを専門に取り組む担当部署を設置し、満足度にもとづく定量的な評価を行っている。また、「電気料金算出根拠のわかりやすさ」、「担当者の対応のよさ」などのサービス、活動が有効に影響した結果、供給信頼度やサービス、イメージに対して７割以上の家庭用需要家が満足と回答し、価格に対しても半数が満足している。２．米国の自由化を導入した州において、イメージやサービス面で劣ったとしても、月額５ドル（5.3％）の値下げで9.3％、10ドル（10.7％）値下げで24.0％の割合で購入先を変更するとの結果が得られた。３．需要家が電力購入先を変更するまでの価格差とその継続期間に着目し、調査対象とした電力会社の顧客価値を計測した。その結果、総顧客価値の平均は11.7億ドル、総資産顧客価値率は11.2％と推計された。

概要 （英文）

Over the past decade, US electric utilities have faced significant changes to their competitive and regulatory environments. Customer equity is critical to a long-term success of not only private firms but also public utility like electric power suppliers. In this paper, we surveyed brand/marketing strategy of 74 major electric power suppliers and various customer needs and satisfaction of 2,028 residential customers by telephone interview in the US. We confirmed that "high reliability of power supply," "high reputation" and "strong corporate image," etc. were important for brand value of electric power suppliers. More than 70% US residential customers were satisfied with their overall electric power supplier and had no interest in the electricity issues like the liberalization. This paper pointed out that residential customers attached great importance to "information of stable electricity supply," "accuracy of the electricity bill," "friendliness of representative," and so on. Using contingent valuation method (CVM) we estimated that 9.3% of US customers would change power suppliers if they were given a $5 (5.3%) price reduction per month. We could calculate customer equity of 10 electric power suppliers based on 1) electricity monthly payment, 2) management factors for customer switching, 3) price reduction rate for switching, and 4) duration of price difference for switching.

報告者

キーワード