What do customers want from improved residential electricity services? Evidence from a choice experiment

摘要: Abstract Improvements in customer satisfaction as well product/service quality represent a common objective of all businesses, and electricity services are no exception. Using choice experiments mixed logit model, this study quantitatively analyzes customers' preferences their marginal willingness to pay for improved residential services. The provides an ex ante evaluation acceptance hypothetical According the results, customers consider bill mix two most important attributes when choosing Customers willing 2.2% more average (an additional monthly KRW 1,064; USD 0.96) significant increase share renewable energy, which is far less than actual cost achieving target. Therefore, it better maintain current principle, should be gradually expanded instead making sudden change mix. In addition, 6,793 (USD 6.15) reduce blackouts once year 64/year 0.06/year) minute each blackout.