Customers' choice among retail energy suppliers: The willingness-to-pay for service attributes

We examine small/medium commercial and industrial customers' choices among energy suppliers in conjoint-type experiments. The distribution of customer s' willingness to pay is estimated for more than 40 attributes of suppliers , including sign-up bonuses, amount and type of renewables, billing options , bundling with other services, reductions in voltage fluctuations, and cha ritable contributions. These estimates provide guidance for suppliers in de signing service options and to economists in anticipating the services that will be offered in competitive retail energy markets.