The Effect of Perceived Value and Switching Barriers on Customer Price Tolerance in Industrial Energy Markets

Abstract

Purpose: This article analyzes the effects of perceived value, satisfaction, and switching barriers on price tolerance. It also examines the moderating effect of switching barriers. Methodology/Approach: Empirical research was conducted by collecting information from a sample of 326 major gas and electricity consumers in a newly liberalized industrial market with a high concentration of suppliers. Findings: Switching barriers are the main antecedent to price tolerance. Price tolerance of industrial customers depends directly on switching barriers more than on satisfaction. The customer satisfaction construct is a necessary but not sufficient predictor of price tolerance. While satisfaction has an effect on price tolerance, the effect of perceived value on price tolerance is only indirect through satisfaction, even though it may produce positive direct effects when there are high switching barriers. Originality/Value/Contribution: For the first time in a B2B framework, the moderating effects of switching barriers on the relationship between perceived value, satisfaction, and price tolerance have been analyzed.

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