Motivi potrošača za promjenom opskrbljivača električne energije

master's thesis

• Title (english): Motivations of consumer to change their electricity supplier
• Author: Anđela Kovačević
• Mentor: Sandra Horvat (mentor)
• Committee member: Sunčana Piri Rajh (predsjednik povjerenstva)
• Committee member: Miroslav Mandić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2016-05-24, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Na tržištu električne energije u Republici Hrvatskoj do nedavno je dominirao monopol.
Ulaskom Hrvatske u Europsku Uniju liberalizacija tržišta električne energije je doživjela
procvat. Na tržištu su se pojavili novi i aktivni opskrbljivači koji uspješno i agresivno
konkuriraju tadašnjem monopolu u segmentu kućanstva, ali i poduzetništva. Liberalizacija
tržišta je rezultirala velikim promjenama u kupovnom ponašanju potrošača. Ponuda novih
opskrbljivača je atraktivnija i prihvatljivija potrošačima električne energija što je rezultiralo
promjenama u ponašanju potrošača i dovelo do odluke o promjeni dosadašnjeg opskrbljivača.
Koncept promijenjenog ponašanja potrošača može biti objašnjen kao promjena odanosti
jednoj usluzi i prelazak na drugu uslugu zbog nezadovoljstva ili bilo kakvih drugih problema.
U radu se razmatraju motivi koji utječu na odluku potrošača o odabiru drugog opskrbljivača
električne energije. U sklopu rada provedeno je kvantitativno istraživanje na namjernom
prigodnom uzorku od 215 ispitanika. Ispitanici su podijeljeni u skupinu koja ja sklona i
skupinu koja nije sklona promjeni opskrbljivača. Rezultati istraživanja prikazuju niski stupanj
zadovoljstva s trenutnim opskrbljivačem kod potrošača koji su skloni promjeni opskrbljivača
električne energije. Navedeni ispitanici nisu nesigurni i vjeruju drugim opskrbljivačima te im
je razina faktora, kojim se mjeri povjerenje u druge opskrbljivače, viša u odnosu na skupinu
koja ne želi promijeniti opskrbljivača. Također, skupina koja želi promijeniti opskrbljivača
električne energije je već zasićena trenutnom uslugom te bi voljeli probati uslugu novog
opskrbljivača. Osim navedenog, na njihovu odluku o promjeni opskrbljivača utjecali su i
financijski motivi. Kod skupine ispitanika koja nije sklona promjeni opskrbljivača rezultati su
pokazali visok stupanj zadovoljstva s trenutnim opskrbljivačem.

Abstract (english)

Until recently, the electricity market of Republic of Croatia was run by monopoly. Croatian
accession to the European Union has led to the flourishing of liberalization of the electricity
market. New and active suppliers appeared on the market who started aggressively and
successfully competing against the monopoly, in the segment of households as well as
businesses segment. Market liberalization has resulted in major changes in the purchasing
behaviour of consumers. The offer of new suppliers was better for consumer of electricity
energy and that result changes in consumer behaviour that leads to decision about change
current supplier. The concept of switching Behaviour can be explained as a change in loyalty
towards a certain service and moving to another one because of dissatisfaction or any other
issues.
This study observes the motives that influence the consumer´s decision on the selection of
another electricity supplier. As a part of this study, quantitative research was conducted on a
sample of 215 respondents. Respondents were divided into two groups, one that are willing
and the other who will not change supplier. The results of research show a low level of
satisfaction among consumers who want to change their electricity suppliers. Criteria, which
measure the confidence of the other suppliers, is higher in group that want to change their
electricity suppliers. Furthermore, the group that wants to change their electricity supplier is
already saturated with current services and would like to try a new one. In addition, financial
motives have also influenced their decisions to change their service supplier. The results of
research show a high level of satisfaction among consumers who will not change electricity
suppliers.

• Keywords: promijenjeno ponašanje potrošača; motivi; okidači; barijere; tržište električne energije
• Keywords (english): Switching Behaviour; motives; triggers; barriers; the electricity market
• Language: croatian
• URN:NBN: urn:nbn:hr:148:219934
• Study programme: Title: Business Economics; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2016-09-29 11:12:56