Title: Customer strategies via internet commerce in the energy industry

Authors: Peter Maher, Peter Steane, Yvon Dufour

Addresses: Macquarie University, North Ryde, NSW 2109, Australia. ' Southern Cross University, Tweed Heads, NSW, Australia. ' Department of Management and Employment Relations, The University of Auckland Business School, Auckland 1142, New Zealand

Abstract: The application and performance of Internet Commerce (IC) strategy has become a critical success factor in an industry characterised by volatile change and transformational upheaval. This article presents research examining how IC has been applied in Australian electricity utilities from a retail perspective. The industry|s transformation from government regulation to full retail contestability means that retailers need to reassess the way they position themselves in the market and determine how best to interact with their environment. The article reports how Australian electricity retailers have utilised IC to strengthen their relationship with their customers and proactively respond to customer expectations in the provision of more information, greater interactivity and increased access to information in a timely manner and suggests further enhancements.

Keywords: enterprise management; internet commerce; Australia; e-business; strategy planning; energy industry; customer service; electronic business; electricity retailers; e-commerce; electronic commerce; customer expectations; customer relationships.

DOI: 10.1504/IJIEM.2007.014085

International Journal of Internet and Enterprise Management, 2007 Vol.5 No.2, pp.116 - 135

Published online: 18 Jun 2007 *

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