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Customer Preferences with Regard to Correspondence from an Energy Company

Author

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  • Grazyna Rosa

Abstract

Purpose: To examine customer preferences with regard to correspondence from a major energy company and how they differ by generation. Design/Methodology/Approach: This article presents the results of a qualitative research on different preferences demonstrated by two segments of customers of a large energy company – young customers under 40 years of age, and mature customers, over 40 years of age – with regard to the correspondence received. The research question was formulated as follow, do the identified groups of customers have different preferences regarding the indicated elements of business letters? The energy company provided sample letter templates and participated in adapting the research scenario to the specific nature of the industry. Findings: Based on the research results, it was possible to answer the research question posed – in part, the preferences of young and mature customers with regard to correspondence from the energy company are the same, and in part, they differ significantly. Practical Implications: Areas of common and different preferences for selected recipient segments as well as recommendations for the visual layout of the letters and their content were identified. Recommendations, derived from literature studies and qualitative research findings, were produced. Originality/value: The originality and value of the study are given by the fact that this area – correspondence from a large company is poorly researched and not exhaustively discussed in the available literature. Few researchers have addressed this important area of customer communication, especially in the current pandemic situation. The energy company may incorporate the produced recommendations into its customer communication strategy.

Suggested Citation

  • Grazyna Rosa, 2021. "Customer Preferences with Regard to Correspondence from an Energy Company," European Research Studies Journal, European Research Studies Journal, vol. 0(4B), pages 43-55.
  • Handle: RePEc:ers:journl:v:xxiv:y:2021:i:4b:p:43-55
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    References listed on IDEAS

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    1. Anning Wang & Qiang Zhang & Shuangyao Zhao & Xiaonong Lu & Zhanglin Peng, 2020. "A review-driven customer preference measurement model for product improvement: sentiment-based importance–performance analysis," Information Systems and e-Business Management, Springer, vol. 18(1), pages 61-88, March.
    2. Rese, Alexandra & Ganster, Lena & Baier, Daniel, 2020. "Chatbots in retailers’ customer communication: How to measure their acceptance?," Journal of Retailing and Consumer Services, Elsevier, vol. 56(C).
    3. Natalya Vinokurova, 2019. "Reshaping demand landscapes: How firms change customer preferences to better fit their products," Strategic Management Journal, Wiley Blackwell, vol. 40(13), pages 2107-2137, December.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    Correspondence from a large company; customer preferences; energy services.;
    All these keywords.

    JEL classification:

    • D83 - Microeconomics - - Information, Knowledge, and Uncertainty - - - Search; Learning; Information and Knowledge; Communication; Belief; Unawareness
    • D91 - Microeconomics - - Micro-Based Behavioral Economics - - - Role and Effects of Psychological, Emotional, Social, and Cognitive Factors on Decision Making
    • M14 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - Corporate Culture; Diversity; Social Responsibility
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • Q49 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Energy - - - Other

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