報告書番号

Y01011

タイトル（和文）

家庭用需要家による電力会社選択の要因分析 -価格およびサービス面から見た評価-

タイトル（英文）

Evaluation of Electric Power Supplier by Japanese Residential Customers: Analysis of Customer Choice based on Price and Services

概要 （図表や脚注は「報告書全文」に掲載しております）

現在の電力会社に対し、家庭用需要家は、品質・信頼性にかなり満足しており、ブランドやサービスについてもある程度満足している。価格については、支払い電気料金の多い需要家ほど満足度が相対的に低くなる傾向にある。また、家庭用需要家の半数近くが電力自由化の影響を肯定的に考えている反面、自由化やカリフォルニア州電力危機を知っているのは３割程度にとどまっている。仮想市場法により、家庭用需要家は、月500円の値下げで5.0％、1,000円で17.6％の割合で電力会社を変更する可能性があると推定された。家庭用需要家は、「電気の安全に関する情報提供」や「環境に優しい電力」などを重視する一方、電力会社のサービスをあまり認識していない。需要家満足度の要因分析を行った結果、効果的なサービスとして、「電力会社の経営努力を紹介」と「省エネに関する情報提供」、「24時間体制の電話応対サービス」などを選定した。

概要 （英文）

Electricity retail market in Japan was partially liberalized for large industrial customers late in March 2000. Ministry of Economy, Trade and Industry (METI) is discussing the issues of full retail competition in the electricity market. Since electricity is essential for daily life it is necessary to incorporate customer requests into the designing of the electric industry restructuring. In this paper, we surveyed various customer needs for electric utility in Japan including customer services, switching and satisfaction based on telephone interview to 1,010 residential customers in October 2001 in order to evaluate not only the price but also customer services of electric power supplier. We firstly confirmed that residential customers hoped for free choice of electric power supplier, but they had no interest in the electricity issues like electricity liberalization and California energy crisis. Secondly, we took up several management factors such as 1) price, 2) quality of electric power supply, 3) customer services, and 4) financial stability/risk for customer switching. We put forward analytic hierarchy process (AHP) to measure these 4 weights. It was recognized that the residential customers chose power suppliers in order of quality of electric power, financial stability/risk, price, and customer services while industrial customers concentrated their attention on the price. Using contingent valuation method (CVM) we estimated a switching price rate to another electric power supplier and the price elasticity. Thirdly, we made it clear that residential customers attached great importance to information of electricity safety, green power, and disclosure of black-out or accident information, etc., and some customer services like a call center and brand image had significant effects on overall electric supplier satisfaction. Consequently, we should take a lot of marketing factors into consideration when we discuss deregulation from management aspects in the long term.

報告者

キーワード