Evaluation Of The Electricity Customer Stickiness In Retail Mode

Nowadays, the electric power market is in the key period of transition in the China. In the promotion of the new policy, China will quickly realize the overall market in the generating and marketing electricity side so that the diversified main sales of electricity and competition in the electric power market would be formed. That is to say, the electric power enterprises must adapt to the market rules, and fully realize the electricity customers with the option of electricity purchasing are the most valuable resources. It requires that the electric power enterprises must have the ability to attract customers to repeat electricity purchasing, and form a close relationship. Only in this way, the electric power enterprises could form the core competitiveness in the electricity market. Thus, it has a very important practical significance to research the electricity customer stickiness in retail mode.Firstly, in this paper, the electricity customer stickiness is defined as that, based on cognition and emotion, the electricity customer does not change the repeating electricity purchasing behavior and preferences to the electric power enterprise, when it is affected by some factors or faces conversion pressure. Then, this paper established the electricity customer stickiness model by introducing the conceptual model of non-electric industry. Finally, the evaluation index system is constructed. Secondly, this paper completed the static and dynamic evaluation of the electricity customer stickiness. On the one hand, based on the evaluation index system, it determined weight of each level index by the analytic hierarchy process. On the other hand, this paper makes dynamic prediction for electricity customer stickiness and its all second indicators in the future and the stable stage by introducing the transition probability. This conclusion guides the improvement of the electric power enterprise business in theory. Finally, this paper put forward the strategies to enhance the electricity customer stickiness in retail mode. It explores that the intensity of the relationship between the electricity customer and the electric power enterprise is the key factor about the electricity customer stickiness. Therefore, this paper puts forward improvement strategies from the five aspects.