Modeling the Customer Value Generation in the Industry's Supply Chain

This article shows that customer value generation has drivers, which could be different according to each stakeholder within the electricity industry, affecting its growth. Each stakeholder has different interests that affect the decision-making process and the customer value perception in the long term, which impacts on profitability. In order to illustrate how to identify and model key performance drivers to evaluate creating value in the electricity utility industry, this study used a simulation with the system dynamics methodology. Through simulation scenarios, this study shows that, the high customer value perception allows the electricity utilities industry to create more value. This is illustrated with the case of some electricity utilities engaged in the generation and distribution in the Colombian electricity market. The results show a new point of view that contributes to marketers and engineers in the analysis of the relationship between the stakeholders and electricity firms.