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Examining the Journey of a Pay-as-You-Go Solar Home System Customer: A Case Study of Rwanda

Kizilcec, V; Parikh, P; Bisaga, I; (2021) Examining the Journey of a Pay-as-You-Go Solar Home System Customer: A Case Study of Rwanda. Energies , 14 (2) , Article 330. 10.3390/en14020330. Green open access

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Abstract

Solar home systems (SHSs) are successfully addressing energy access deficits across the globe, particularly when combined with pay-as-you-go (PAYG) payment models, allowing households to pay for energy services in small instalments. To increase energy access, it is vital to understand the PAYG SHS customer journey in depth. To aid this, the paper presents unique data from active customers, consisting of structured interviews (n = 100) and two focus groups (n = 24) across two districts in Rwanda. These results are presented under a novel customer journey framework, which describes all the individual stages a customer might experience, including awareness and understanding, purchase, usage, upgrade, recommendation and retaining or switching energy source. The paper reveals that the customer journey is non-linear and cyclical in nature, acknowledging that a household operates in a social network within which they could influence or be influenced by others. It also highlights the growing importance of SHS recommendations in raising awareness of SHSs, pointing to the shifts in the off-grid energy market environment where customer awareness no longer appears to be a main adoption barrier.

Type: Article
Title: Examining the Journey of a Pay-as-You-Go Solar Home System Customer: A Case Study of Rwanda
Open access status: An open access version is available from UCL Discovery
DOI: 10.3390/en14020330
Publisher version: http://dx.doi.org/10.3390/en14020330
Language: English
Additional information: This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
Keywords: solar home systems (SHS); framework; pay-as-you-go; customer journey
UCL classification: UCL
UCL > Provost and Vice Provost Offices
UCL > Provost and Vice Provost Offices > UCL BEAMS
UCL > Provost and Vice Provost Offices > UCL BEAMS > Faculty of Engineering Science
UCL > Provost and Vice Provost Offices > UCL BEAMS > Faculty of Engineering Science > Dept of Civil, Environ and Geomatic Eng
UCL > Provost and Vice Provost Offices > UCL BEAMS > Faculty of the Built Environment
UCL > Provost and Vice Provost Offices > UCL BEAMS > Faculty of the Built Environment > The Bartlett Sch of Const and Proj Mgt
URI: https://discovery.ucl.ac.uk/id/eprint/10118794
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