The aim of this study is to determine how marketing actions undertaken within the marketing mix by electricity providers influence their image. Referring to the Stimulus-Organism-Response (SOR) theory, research hypotheses were formulated, and a regression model was constructed, assuming positive impacts of selected marketing actions of electricity providers on their image. A quantitative approach was employed to test the research hypotheses. Data were collected through a questionnaire survey among randomly selected 503 domestic electricity consumers, and statistical analysis was used for data analysis. The research results indicate that the following marketing activities of electricity providers have a positive impact on their image: offering other products along with electricity, providing price discounts, providing physical customer service offices, and engagement in sponsorship.
Authors
- dr hab. inż. Dariusz Dąbrowski link open in new tab ,
- dr Jakub Dąbrowski,
- dr hab. inż. Tomasz Zamasz,
- dr Marcin Lis
Additional information
- DOI
- Digital Object Identifier link open in new tab 10.23762/fso_vol11_no4_4
- Category
- Publikacja w czasopiśmie
- Type
- artykuły w czasopismach
- Language
- angielski
- Publication year
- 2023
