IDEAS home Printed from https://ideas.repec.org/a/rom/rmcimn/v16y2015i5p558-573.html
   My bibliography  Save this article

Relationship Marketing By Energy Companies

Author

Listed:
  • Felicetta IOVINO

    () (University of Sannio – Benevento (BN), Italy)

Abstract

New two hour schedule tariffs were introduced on 1st July 2010 by AEEG. They distinguish use of electric energy between night and daylight hours and Sundays and public holidays, creating three different price bands (F1, F2, F3), thus eliminating one hour schedule tariff for the vulnerable customers. This study is proposed to understand the basic research problem “How much Italian energy companies have implemented relationship marketing and what are the characteristics of their marketing policies”. We suggest this approach increases competition which is the aim of liberalization processes. In fact, according to the principle of the “conservation of relationship energy”, an Uppsala model, relationship energy cannot be destroyed and it can only be transformed and transferred to other relationships, manifesting itself in a variety of ways. So if relationship marketing is better implemented switching increases but trade relationships can be reactivated at a later time by social links which continue during the time. To answer that question we compare the data of three recent researches that analyze switching energy supplier in Italy, the UK and State of Victoria in Australia.

Suggested Citation

  • Felicetta IOVINO, 2015. "Relationship Marketing By Energy Companies," REVISTA DE MANAGEMENT COMPARAT INTERNATIONAL/REVIEW OF INTERNATIONAL COMPARATIVE MANAGEMENT, Faculty of Management, Academy of Economic Studies, Bucharest, Romania, vol. 16(5), pages 558-573, December.
  • Handle: RePEc:rom:rmcimn:v:16:y:2015:i:5:p:558-573
    as

    Download full text from publisher

    File URL: http://rmci.ase.ro/no16vol5/02.pdf
    Download Restriction: no

    References listed on IDEAS

    as
    1. Felicetta Iovino, 2014. "L’internet marketing nelle imprese energetiche: il caso di un’impresa elettrica romana," MERCATI E COMPETITIVITÀ, FrancoAngeli Editore, vol. 2014(3), pages 141-161.
    Full references (including those not matched with items on IDEAS)

    More about this item

    Keywords

    customers; energy; relationship marketing; service; switching.;

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M38 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Government Policy and Regulation
    • H4 - Public Economics - - Publicly Provided Goods

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:rom:rmcimn:v:16:y:2015:i:5:p:558-573. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Marian Nastase). General contact details of provider: http://edirc.repec.org/data/mnasero.html .

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service hosted by the Research Division of the Federal Reserve Bank of St. Louis . RePEc uses bibliographic data supplied by the respective publishers.