Managing customer loyalty in liberalized residential energy markets: The impact of energy branding

In numerous recently deregulated energy markets, utilities previously operating in monopolistic environments are now focusing on customer satisfaction and loyalty. In this study, a conceptual framework is proposed that analyses the effects of brand associations and perceived switching costs on customer satisfaction and loyalty in residential energy markets. Several brand associations relevant to energy branding are identified: perceived technical service quality and service process quality, perception of value-added services, environmental and social commitment of the company, brand trust, price perceptions and brand associations related to the corporate attributes “innovative and dynamic”. Subsequently, the proposed model is tested in the scope of a representative survey of Spanish residential energy customers. Results indicate that customer satisfaction, brand trust and perceived switching costs are positively related to customer loyalty and that brand trust exerts a stronger influence on customer loyalty than satisfaction and switching costs. Findings also show significant effects of the perception of service process quality and environmental and social commitment on loyalty via customer satisfaction. Implications for energy brand managers and regulators are discussed.