Customer Value dezentraler Energieversorgung - Relevante Leistungsattribute von BHKW und deren Implikationen fürs Marketing

The regulatory framework of the Swiss electricity market is about to change. Besides the forthcoming liberalization of the energy market, recent technical developments could substitute a part of the conventional power plants. Combined-Heat-Power plants (CHP) for instance generate heat and electricity at the same time. In Switzerland micro-CHP haven't yet reached market penetration. They have the potential to foster a more decentralized energy supply. To investigate customer preferences for micro-CHP an extended diploma thesis was carried out. The survey among early adopters of micro-CHP aimed at evaluating the most relevant product attributes of micro-CHP from a customer's point of view. To determine at-tributes generating customer value a conjoint-method (Adaptive Conjoint Analysis - ACA) was used. The environmental and reliability aspects of micro-CHPs showed up to be predominant in customer's product judgment. The findings of the survey provide an interesting starting point for a customer oriented CHP-marketing strategy. A means-end-model serves as methodical background for this purpose. Product design and communication are key points to establish a coherent customer image for micro-CHP and to meet current customer preferences.