Abstract
The authors investigate customer value of smart grid application in smart city from the perspective of main research paradigms of customer value. Data is based on questionnaire for customers (N=131), deep interviews among specialists (7=N), and two months of observation. The results show that the typical user of smart grid technology is a male aged between 30 and 69 who considers that using the application is interesting because of the perceived benefits. Developing strong customer relationship is formed through the provision of e-service quality that has a key role in maintaining customer trust, satisfaction, and loyalty. End-product and service process paradigms to measure customer value do not fully take the complex context of smart cities into consideration, and the ecosystem paradigm must be developed to analyze customer value in smart cities in interactive dynamic decentralized environment where cumulative big data is used to match the customer needs with new digital services.
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