THE SYSTEMIC BUSINESS ORIENTATION CULTURE OF ELECTRICITY DISTRIBUTION COMPLANIES

Purpose: The study focuses on the growing consumption of electricity, which is delivered to consumers through the electricity distribution grid. An important aspect of this process is the achievement of quality of service within the distribution network. The aim of the research is to identify, through semi-structured interviews, what is important for the electricity supplier, distributor, and industrial electricity consumers in the electricity supply process. Design/Methodology/Approach: The research uses a qualitative approach with semi-structured interviews to gather data from suppliers, distributors, and industrial electricity consumers. The interviews are aimed at understanding two key aspects of quality: motivation and competitiveness in the electricity distribution sector. Findings/Results and Conclusions: The study finds that two business cultures have emerged within the electricity distribution sector following the liberalization of the electricity market. The dominant culture is the system culture, which focuses on compliance with government policies, requirements, and regulations. Distribution companies, particularly those in majority state ownership, are characterized by a systematic and low-risk approach, focusing on the public utility service of managing and maintaining the network. The organisational structure reflects a clear, authoritative hierarchy, but the market-facing part of the business is shifting towards a more flexible approach, oriented towards informed customers and market service purchasers. The survey seeks to determine which of these aspects is most emphasized by the participants. Research limitations/Implications: The research focuses mainly on industrial electricity consumers, which may limit the generalizability of the findings to household electricity users. Additionally, the data collection relies solely on interviews, with no broader quantitative analysis included. Practical and/or Social Implications: The study provides insights into current trends in the electricity distribution sector, particularly in relation to increasing electricity demand and the changing market dynamics. It also highlights the need for improvements in business practices and suggests potential solutions to enhance service quality, taking into account public concerns over rising electricity tariffs and the sector's public image. Originality/Value: This research is original in its exploration of the evolving business cultures within the electricity distribution sector, especially in the context of market liberalization. It offers new perspectives on how these cultural shifts impact service quality and customer orientation. Keywords: business culture, qualitative research, semi-structured interview, relationships, quality, motivation, system, network