IDEAS home Printed from https://ideas.repec.org/a/gam/jeners/v14y2021i2p330-d477325.html
   My bibliography  Save this article

Examining the Journey of a Pay-as-You-Go Solar Home System Customer: A Case Study of Rwanda

Author

Listed:
  • Vivien Kizilcec

    (Engineering for International Development Research Centre, The Bartlett School of Construction and Project Management, University College London, London WC1H 0NN, UK)

  • Priti Parikh

    (Engineering for International Development Research Centre, The Bartlett School of Construction and Project Management, University College London, London WC1H 0NN, UK)

  • Iwona Bisaga

    (Engineering for International Development Research Centre, The Bartlett School of Construction and Project Management, University College London, London WC1H 0NN, UK
    Department of Geography and Environment, Loughborough University, Loughborough LE11 3TU, UK)

Abstract

Solar home systems (SHSs) are successfully addressing energy access deficits across the globe, particularly when combined with pay-as-you-go (PAYG) payment models, allowing households to pay for energy services in small instalments. To increase energy access, it is vital to understand the PAYG SHS customer journey in depth. To aid this, the paper presents unique data from active customers, consisting of structured interviews ( n = 100) and two focus groups ( n = 24) across two districts in Rwanda. These results are presented under a novel customer journey framework, which describes all the individual stages a customer might experience, including awareness and understanding, purchase, usage, upgrade, recommendation and retaining or switching energy source. The paper reveals that the customer journey is non-linear and cyclical in nature, acknowledging that a household operates in a social network within which they could influence or be influenced by others. It also highlights the growing importance of SHS recommendations in raising awareness of SHSs, pointing to the shifts in the off-grid energy market environment where customer awareness no longer appears to be a main adoption barrier.

Suggested Citation

  • Vivien Kizilcec & Priti Parikh & Iwona Bisaga, 2021. "Examining the Journey of a Pay-as-You-Go Solar Home System Customer: A Case Study of Rwanda," Energies, MDPI, vol. 14(2), pages 1-26, January.
    • Handle: RePEc:gam:jeners:v:14:y:2021:i:2:p:330-:d:477325
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/1996-1073/14/2/330/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/1996-1073/14/2/330/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Bisaga, Iwona & Puźniak-Holford, Nathan & Grealish, Ashley & Baker-Brian, Christopher & Parikh, Priti, 2017. "Scalable off-grid energy services enabled by IoT: A case study of BBOXX SMART Solar," Energy Policy, Elsevier, vol. 109(C), pages 199-207.
    2. Opiyo, Nicholas, 2016. "A survey informed PV-based cost-effective electrification options for rural sub-Saharan Africa," Energy Policy, Elsevier, vol. 91(C), pages 1-11.
    3. Brunet, Carole & Savadogo, Oumarou & Baptiste, Pierre & Bouchard, Michel A., 2018. "Shedding some light on photovoltaic solar energy in Africa – A literature review," Renewable and Sustainable Energy Reviews, Elsevier, vol. 96(C), pages 325-342.
    4. Holtorf, Hans & Urmee, Tania & Calais, Martina & Pryor, Trevor, 2015. "A model to evaluate the success of Solar Home Systems," Renewable and Sustainable Energy Reviews, Elsevier, vol. 50(C), pages 245-255.
    5. Kennedy, Ryan & Numminen, Sini & Sutherland, Joseph & Urpelainen, Johannes, 2019. "Multilevel customer segmentation for off-grid solar in developing countries: Evidence from solar home systems in Rwanda and Kenya," Energy, Elsevier, vol. 186(C).
    6. Choumert-Nkolo, Johanna & Combes Motel, Pascale & Le Roux, Leonard, 2019. "Stacking up the ladder: A panel data analysis of Tanzanian household energy choices," World Development, Elsevier, vol. 115(C), pages 222-235.
    7. Zubi, Ghassan & Fracastoro, Gian Vincenzo & Lujano-Rojas, Juan M. & El Bakari, Khalil & Andrews, David, 2019. "The unlocked potential of solar home systems; an effective way to overcome domestic energy poverty in developing regions," Renewable Energy, Elsevier, vol. 132(C), pages 1425-1435.
    8. J Maryann Green & Su Erskine, 1999. "Solar (photovoltaic) systems, energy use and business activities in Maphephethe, KwaZulu-Natal," Development Southern Africa, Taylor & Francis Journals, vol. 16(2), pages 221-237.
    9. Michael Grimm & Anicet Munyehirwe & Jörg Peters & Maximiliane Sievert, 2017. "A First Step up the Energy Ladder? Low Cost Solar Kits and Household’s Welfare in Rural Rwanda," The World Bank Economic Review, World Bank, vol. 31(3), pages 631-649.
    10. Diallo, Arouna & Moussa, Richard K., 2020. "The effects of solar home system on welfare in off-grid areas: Evidence from Côte d’Ivoire," Energy, Elsevier, vol. 194(C).
    11. Duke, Richard D. & Jacobson, Arne & Kammen, Daniel M., 2002. "Photovoltaic module quality in the Kenyan solar home systems market," Energy Policy, Elsevier, vol. 30(6), pages 477-499, May.
    12. Urpelainen, Johannes, 2016. "Energy poverty and perceptions of solar power in marginalized communities: Survey evidence from Uttar Pradesh, India," Renewable Energy, Elsevier, vol. 85(C), pages 534-539.
    13. Scott, Inara, 2017. "A business model for success: Enterprises serving the base of the pyramid with off-grid solar lighting," Renewable and Sustainable Energy Reviews, Elsevier, vol. 70(C), pages 50-55.
    14. Kowsari, Reza & Zerriffi, Hisham, 2011. "Three dimensional energy profile:," Energy Policy, Elsevier, vol. 39(12), pages 7505-7517.
    15. Sarah Feron, 2016. "Sustainability of Off-Grid Photovoltaic Systems for Rural Electrification in Developing Countries: A Review," Sustainability, MDPI, vol. 8(12), pages 1-26, December.
    16. Jacobson, Arne, 2007. "Connective Power: Solar Electrification and Social Change in Kenya," World Development, Elsevier, vol. 35(1), pages 144-162, January.
    17. Hirmer, Stephanie & Guthrie, Peter, 2017. "The benefits of energy appliances in the off-grid energy sector based on seven off-grid initiatives in rural Uganda," Renewable and Sustainable Energy Reviews, Elsevier, vol. 79(C), pages 924-934.
    18. Michael G. Smith & Johannes Urpelainen, 2014. "Early Adopters of Solar Panels in Developing Countries: Evidence from Tanzania," Review of Policy Research, Policy Studies Organization, vol. 31(1), pages 17-37, January.
    19. Gustavsson, Mathias, 2007. "Educational benefits from solar technology--Access to solar electric services and changes in children's study routines, experiences from eastern province Zambia," Energy Policy, Elsevier, vol. 35(2), pages 1292-1299, February.
    20. Ondraczek, Janosch, 2013. "The sun rises in the east (of Africa): A comparison of the development and status of solar energy markets in Kenya and Tanzania," Energy Policy, Elsevier, vol. 56(C), pages 407-417.
    21. Martinot, E. & Cabraal, A. & Mathur, S., 2001. "World Bank/GEF solar home system projects: experiences and lessons learned 1993-2000," Renewable and Sustainable Energy Reviews, Elsevier, vol. 5(1), pages 39-57, March.
    22. Sinitskaya, Ekaterina & Gomez, Kelley J. & Bao, Qifang & Yang, Maria C. & MacDonald, Erin F., 2020. "Designing linked journey maps to understand the complexities of the residential solar energy market," Renewable Energy, Elsevier, vol. 145(C), pages 1910-1922.
    23. Barrie, Jack & Cruickshank, Heather J., 2017. "Shedding light on the last mile: A study on the diffusion of Pay As You Go Solar Home Systems in Central East Africa," Energy Policy, Elsevier, vol. 107(C), pages 425-436.
    24. Acker, Richard H & Kammen, Daniel M, 1996. "The quiet (energy) revolution : Analysing the dissemination of photovoltaic power systems in Kenya," Energy Policy, Elsevier, vol. 24(1), pages 81-111, January.
    25. Diouf, Boucar & Pode, Ramchandra & Osei, Rita, 2013. "Initiative for 100% rural electrification in developing countries: Case study of Senegal," Energy Policy, Elsevier, vol. 59(C), pages 926-930.
    26. Azimoh, Chukwuma Leonard & Wallin, Fredrik & Klintenberg, Patrik & Karlsson, Björn, 2014. "An assessment of unforeseen losses resulting from inappropriate use of solar home systems in South Africa," Applied Energy, Elsevier, vol. 136(C), pages 336-346.
    27. Gustavsson, Mathias, 2007. "With time comes increased loads—An analysis of solar home system use in Lundazi, Zambia," Renewable Energy, Elsevier, vol. 32(5), pages 796-813.
    28. Khan, Imran, 2020. "Impacts of energy decentralization viewed through the lens of the energy cultures framework: Solar home systems in the developing economies," Renewable and Sustainable Energy Reviews, Elsevier, vol. 119(C).
    29. Rahut, Dil Bahadur & Behera, Bhagirath & Ali, Akhter & Marenya, Paswel, 2017. "A ladder within a ladder: Understanding the factors influencing a household's domestic use of electricity in four African countries," Energy Economics, Elsevier, vol. 66(C), pages 167-181.
    30. J Maryann Green & Merridy Wilson & Will Cawood, 2001. "Maphephethe rural electrification (photovoltaic) programme: The constraints on the adoption of solar home systems," Development Southern Africa, Taylor & Francis Journals, vol. 18(1), pages 19-30.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Nathanael Ojong, 2022. "Fostering Human Wellbeing in Africa through Solar Home Systems: A Systematic and a Critical Review," Sustainability, MDPI, vol. 14(14), pages 1-15, July.
    2. Paul G. Munro & Shanil Samarakoon & Ulrich E. Hansen & Matthew Kearnes & Anna Bruce & Jamie Cross & Sarah Walker & Collen Zalengera, 2023. "Towards a repair research agenda for off-grid solar e-waste in the Global South," Nature Energy, Nature, vol. 8(2), pages 123-128, February.
    3. Indre Siksnelyte-Butkiene, 2021. "A Systematic Literature Review of Indices for Energy Poverty Assessment: A Household Perspective," Sustainability, MDPI, vol. 13(19), pages 1-27, September.
    4. Mukisa, Nicholas & Manitisa, Mele Sikimeti & Nduhuura, Paul & Tugume, Erick & Chalwe, Chanda Karen, 2022. "Solar home systems adoption in Sub-Saharan African countries: Household economic and environmental benefits assessment," Renewable Energy, Elsevier, vol. 189(C), pages 836-852.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Thomas, P.J.M. & Sandwell, P. & Williamson, S.J. & Harper, P.W., 2021. "A PESTLE analysis of solar home systems in refugee camps in Rwanda," Renewable and Sustainable Energy Reviews, Elsevier, vol. 143(C).
    2. Adenle, Ademola A., 2020. "Assessment of solar energy technologies in Africa-opportunities and challenges in meeting the 2030 agenda and sustainable development goals," Energy Policy, Elsevier, vol. 137(C).
    3. Chaurey, Akanksha & Kandpal, Tara Chandra, 2010. "Assessment and evaluation of PV based decentralized rural electrification: An overview," Renewable and Sustainable Energy Reviews, Elsevier, vol. 14(8), pages 2266-2278, October.
    4. Joshi, Lalita & Choudhary, Deepak & Kumar, Praveen & Venkateswaran, Jayendran & Solanki, Chetan S., 2019. "Does involvement of local community ensure sustained energy access? A critical review of a solar PV technology intervention in rural India," World Development, Elsevier, vol. 122(C), pages 272-281.
    5. Olumide Hassan & Stephen Morse & Matthew Leach, 2020. "The Energy Lock-In Effect of Solar Home Systems: A Case Study in Rural Nigeria," Energies, MDPI, vol. 13(24), pages 1-24, December.
    6. George Adwek & Shen Boxiong & Paul O. Ndolo & Zachary O. Siagi & Chebet Chepsaigutt & Cicilia M. Kemunto & Moses Arowo & John Shimmon & Patrobers Simiyu & Abel C. Yabo, 2020. "The solar energy access in Kenya: a review focusing on Pay-As-You-Go solar home system," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 22(5), pages 3897-3938, June.
    7. Brunet, Carole & Savadogo, Oumarou & Baptiste, Pierre & Bouchard, Michel A., 2018. "Shedding some light on photovoltaic solar energy in Africa – A literature review," Renewable and Sustainable Energy Reviews, Elsevier, vol. 96(C), pages 325-342.
    8. Trotter, Philipp A. & McManus, Marcelle C. & Maconachie, Roy, 2017. "Electricity planning and implementation in sub-Saharan Africa: A systematic review," Renewable and Sustainable Energy Reviews, Elsevier, vol. 74(C), pages 1189-1209.
    9. Elizabeth Baldwin & Jennifer N. Brass & Sanya Carley & Lauren M. MacLean, 2015. "Electrification and rural development: issues of scale in distributed generation," Wiley Interdisciplinary Reviews: Energy and Environment, Wiley Blackwell, vol. 4(2), pages 196-211, March.
    10. Harrington, Elise & Athavankar, Ameya & Hsu, David, 2020. "Variation in rural household energy transitions for basic lighting in India," Renewable and Sustainable Energy Reviews, Elsevier, vol. 119(C).
    11. Nathanael Ojong, 2022. "Fostering Human Wellbeing in Africa through Solar Home Systems: A Systematic and a Critical Review," Sustainability, MDPI, vol. 14(14), pages 1-15, July.
    12. Diallo, Arouna & Moussa, Richard K., 2020. "The effects of solar home system on welfare in off-grid areas: Evidence from Côte d’Ivoire," Energy, Elsevier, vol. 194(C).
    13. Xavier Lemaire, 2018. "Solar home systems and solar lanterns in rural areas of the Global South: What impact?," Wiley Interdisciplinary Reviews: Energy and Environment, Wiley Blackwell, vol. 7(5), September.
    14. Pillot, Benjamin & Muselli, Marc & Poggi, Philippe & Dias, João Batista, 2019. "Historical trends in global energy policy and renewable power system issues in Sub-Saharan Africa: The case of solar PV," Energy Policy, Elsevier, vol. 127(C), pages 113-124.
    15. Best, Rohan, 2023. "Assets power solar and battery uptake in Kenya," Energy Economics, Elsevier, vol. 123(C).
    16. Choumert-Nkolo, Johanna & Combes Motel, Pascale & Le Roux, Leonard, 2019. "Stacking up the ladder: A panel data analysis of Tanzanian household energy choices," World Development, Elsevier, vol. 115(C), pages 222-235.
    17. Hansen, Ulrich Elmer & Pedersen, Mathilde Brix & Nygaard, Ivan, 2015. "Review of solar PV policies, interventions and diffusion in East Africa," Renewable and Sustainable Energy Reviews, Elsevier, vol. 46(C), pages 236-248.
    18. Andrea A. Eras-Almeida & Miguel Fernández & Julio Eisman & José G. Martín & Estefanía Caamaño & Miguel A. Egido-Aguilera, 2019. "Lessons Learned from Rural Electrification Experiences with Third Generation Solar Home Systems in Latin America: Case Studies in Peru, Mexico, and Bolivia," Sustainability, MDPI, vol. 11(24), pages 1-24, December.
    19. Divya Vohra & Edith Felix & Duncan Chaplin & Arif Mamun, "undated". "Evaluation of the Kigoma Solar Activity in Tanzania: Final Report," Mathematica Policy Research Reports 70763ce2e26a4b9e8842677d1, Mathematica Policy Research.
    20. Victoria Kihlström & Jörgen Elbe, 2021. "Constructing Markets for Solar Energy—A Review of Literature about Market Barriers and Government Responses," Sustainability, MDPI, vol. 13(6), pages 1-20, March.

    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:gam:jeners:v:14:y:2021:i:2:p:330-:d:477325. See general information about how to correct material in RePEc.

    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 bibliographic 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.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

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

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.