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Investigating Consumer Satisfaction and Price Sensitivity for Electric Vehicle Charging Infrastructure: An Irish Case Study

Patil, Gauri Jaykumar (2023) Investigating Consumer Satisfaction and Price Sensitivity for Electric Vehicle Charging Infrastructure: An Irish Case Study. Masters thesis, Dublin, National College of Ireland.

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Electric vehicles (EVs) are becoming more popular as society moves towards sustainable transportation. Strengthening EV adoption from a human-needs perspective is vital for transport sustainability and ecological preservation. This change raises the difficulty of establishing and sustaining an effective nationwide charging infrastructure to fulfill the expanding demand for EVS. In addition to technological and economic factors, charging infrastructure plans must address social factors and consumer inclusivity. The literature stresses the charging network significance in the EV purchase decisions of consumers and that currently, EV sales are hindered by a shortage of charging infrastructure.

Factors that influence customers' satisfaction with EV charging infrastructure are investigated in this research. Many elements, including the infrastructure's accessibility, availability, and dependability are examined. Additionally, we investigate consumer preferences regarding charging infrastructure and lastly provide insight into sensitivity to charging price increase.

This study collected cross sectional primary data from a representative sample of Irish adults who own, or intend to own, an EV. An original questionnaire was developed to capture respondent characteristics and preferences regarding EV charging infrastructure. The questionnaire consisted of socio-demographic questions and a range of questions on respondents EV charging habits and preferences, in addition to specific questions on charging infrastructure satisfaction and respondent sensitivity to price changes in public charging in Ireland. The questionnaire was sent out between March 20th and April 16th, 2023, employing a combined convenience and snowballing sampling approach. A total of 324 responses were received, and after applying strict inclusion criteria, a total of 294 relevant responses were considered. A range of descriptive and inferential statistics were used to describe and investigate quantitative data. Three hierarchical logistic regression models were employed to examine: 1. Customer satisfaction levels with EV charging, 2. Customer preferences towards EV charging and 3. Customer price sensitivity to EV charging prices.

Empirical results indicated that the wait time at public charging stations is a key factor related to customer satisfaction. In addition, respondents who resided outside of Dublin in cities such as Limerick and Galway indicated lower levels of satisfaction with the EV charging infrastructure in their locations. Amongst the private charging networks include in this study, consumers using Circle K charging infrastructure displayed high satisfaction. In terms of price sensitivity, employment status and education were found to be important for respondents charging choices. Retired respondents exhibited greater sensitivity to EV charging price increases compared to other employment status groups, while those who reported lower levels of education likewise indicated greater sensitive to price changes. The results also indicated that price sensitive consumers tend to shift their charging time to non-peak hours following a charging price increase.

There is currently a drive from Ireland’s government policy to expand the usage of EVs across the country due to sustainability and environmental concerns. The growth of efficient EV infrastructure is crucial to the widespread use of EVs. This study is very timely and sheds light on the importance of EV charging infrastructure to EV customer satisfaction, but also explores the role of important predictors of satisfaction such as price sensitivity, charge waiting time and preferences for public and private infrastructures. The results of the study will provide key stakeholders with important insight into the most important drivers of EV adoption through an analysis of satisfaction and areas to focus on to improve satisfaction with EV infrastructure on the island.

Item Type: Thesis (Masters)
Hanly, Paul
Subjects: T Technology > TL Motor vehicles. Aeronautics. Astronautics
H Social Sciences > HF Commerce > Marketing > Consumer Behaviour
H Social Sciences > HB Economic Theory > Business Cycles. Economic Fluctuations
T Technology > TK Electrical engineering. Electronics. Nuclear engineering > Electricity Supply
Divisions: School of Business > Master of Science in Management
Depositing User: Tamara Malone
Date Deposited: 22 Aug 2023 14:57
Last Modified: 22 Aug 2023 14:57

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