TY  - JOUR
U1  - Zeitschriftenartikel, wissenschaftlich - begutachtet (reviewed)
A1  - Hackbarth, André
A1  - Tremml, Timo
A1  - Löbbe, Sabine
T1  - Preferences for service bundles in the energy sector - a survey of German private households
JF  - International journal of energy sector management
N2  - Purpose

The purpose of this study is to examine private households’ preferences for service bundles in the German energy market.

Design/methodology/approach

This investigation is based on survey data collected from 3,663 customers of seven mainly municipal energy suppliers in the German energy market. The data set was analyzed via a binary logistic regression model to identify the most prospective customers and their preferences regarding bundles of energy services.

Findings

The results indicate that potential adopters of energy-related service bundles have greater prior knowledge about service bundles; place higher importance on simplified handling, flat rates and long price guarantees; prefer to purchase a service bundle from an energy supplier; live in urban areas and have a gas tariff; are both less likely to have a green electricity tariff and to support the German energy transition; have a greater intention to purchase a smart home product; are less likely to already be prosumers; and prefer customer centers and social media as communication channels with energy providers.

Practical implications

This paper offers several implications for decision-makers in developing marketing strategies for bundled offerings in a highly competitive energy market.

Originality/value

This paper contributes to the sparse research on service bundles in the energy sector, despite the growing interest of energy suppliers and consumers in this topic. It expands the research focusing on the telecommunications sector.
KW  - decision-making
KW  - surveys
KW  - residential
KW  - retailing
KW  - energy sector
KW  - regression
KW  - mail questionnaires
KW  - energy service bundle
KW  - preferences
KW  - purchase intention
KW  - marketing implications
Y1  - 2022
SN  - 1750-6220
SS  - 1750-6220
U6  - https://doi.org/10.1108/IJESM-09-2020-0013
DO  - https://doi.org/10.1108/IJESM-09-2020-0013
VL  - 16
IS  - 6
SP  - 1214
EP  - 1239
S1  - 26
PB  - Emerald
CY  - Bingley
ER  -