Business models for enhanced solar photovoltaic (PV) adoption : Transforming customer interaction and engagement practices

Abstract

Solar energy can play an important role in meeting global energy needs in a sustainable and environmentally friendly manner. However, despite solar energy’s accelerated growth in recent years, its level of diffusion is highly uneven when looked at on a global scale. The solar photovoltaic (PV) companies involved in the sales of PV systems are central to fostering diffusion. A company’s ability to devise and deliver value offerings that match customers’ needs is vital in encouraging the adoption of solar PV technology. The extent to which a company can address market needs and deliver value often depends on the business model it has adopted. The extant research has explored business models based on ownership structures, financing options, the effect of regulatory regimes and policies, industry practices, alliances, and business models for distributed generation and large-scale utility companies. However, the research to date, has mostly neglected the business models of solar companies involved in the sales and installation of solar PV. This qualitative study based on twenty semi-structured interviews contributes to the existing knowledge by exploring how sales and installation companies can enhance solar photovoltaic adoption by transforming customer interactions and engagement practices, which is a key element of a company’s business model. Companies’ ability to communicate value offerings and address consumer concerns is important in enhancing diffusion. The study highlights that transforming customer interaction and engagement practices can help companies broaden customer reach, improve the dissemination of information, reduce transaction costs and efficiently utilise market insights and trends.