Track: Systems Dynamics

Abstract

The customer perception plays an important role in an electricity industry growth and customer value generation. Until the present time, the electricity industry has been widely studied in the field of industrial policy/planning, but not in-depth of creating value associated with the electricity utility industry. This paper shows that customer value generation has drivers, which could be different according to each stakeholder within electricity industry, affecting its growth. Each stakeholder has different interests that affect decision-making process and the customer value perception in long term, which impact on profitability. In order to illustrate how to identify and modeling key performance drivers to evaluate creating value in the electricity utility industry, this study used simulation with the system dynamics methodology. Through simulation scenarios, this study show that, the high customer value perception allow to align the electricity utilities industry to create more value.  This is illustrated whit the case of some electricity utilities engaged in the generation and distribution in the Colombian electricity market of photovoltaic. The results show a new point of view that contributes to marketers and engineers in analysis of the relationship between the stakeholders and electricity firms.