Natural gas competitiveness, customer satisfaction and gasification level: the case of Misia and Dobrudja regions, Bulgaria.
Cardiff Metropolitan University
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The main rationale is to understand the role that natural gas plays in the energy sector in Bulgaria. The level of gasification is strictly correlated with the real competitiveness of this fuel with others fuels and is also close to the perception and the feeling on which people look at Natural gas. Bulgaria is strategically situated in the Balkan Peninsula. It consumes gas in power generation, industry and households heating system. The analysis looks at which are the main parameters that enter in the game to grow the gasification level on two Bulgarian regions, Misia and Dobrudja, where BSTC, (the company in which I operate as CEO) owns the natural gas distribution licenses. The research collects information about actual situation and implementation of gas network and the methane sources in Bulgaria. Then, with the information collected, we make an analysis trying to find good answers to the main questions, where the competitiveness of natural gas and customer satisfaction play a key role on achieving the final result, both from the gasification point of view and for the company economical results. This dissertation uses a deductive approach on a measurable study of customers’ viewpoint. It is lead to discover their preferences on various heating systems and what could be the main reasons for potential customers to pass to the natural gas fuel and to achieve a higher level of customer satisfaction. For the already acquired customers, the dissertation tries to find solution to improve the parameter measured as customer retention. The questionnaire was distributed through the local offices of the Black Sea Technology Company AD by hand to the people that were identified as sample falling in the population. The main target population in my case is the residential customers and the industrial ones, defined in the main populated areas in Bulgaria. The residential customers use natural gas mainly as fuel to heat the house; the industrial ones use it both for process needs and/or for heating. We analyze the information collected with the primary and secondary research. The data were analyzed by the SPSS Statistics tool, using the regression analyses and the bivariate correlation model to understand the connections between the different factors. Throughout this research we have concluded that there is a strict correlation that ties together the price of natural gas and consequently its competitiveness with the customer satisfaction and the gasification level in the 2 licensed regions of Bulgaria, Misia and Dobrudja. In this dissertation the author has established that there is a close correlation between the customer gasification level and the competitiveness of the natural gas. Furthermore, despite in the last years the natural gas has suffered of continuous periodical raising price, it still remains the most competitive fuel for heating system. The answers from the dissertation demonstrate that the customer satisfaction play a determinant role on the general achieving of the Black Sea Distribution Company and that several customer service related factors must be kept controlled and monitored to maintain a high level in customer loyalty and finally on customer retention. Then the author has given some recommendations and has given some suggestions for further research.
Masters in Business Administration
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