To date, the research has overlooked customer interaction and engagement practices in the business models of conventional solar PV companies involved in the sales and installation of solar systems , , , . Customer interaction and engagement is an essential element of a company's business model , , , .
The use of solar PV tends to spread rapidly in the area to which it has been introduced . Utilising existing installations to identify new potential customers, maintaining relationships with existing ones and following up on changing needs or requirements for complementary solutions can all strengthen interaction and engagement .
Solar Photovoltaic (PV) companies, directly involved in interaction with consumers, dissemination and sales, become an important actor in this regard , , . Companies' ability to devise and deliver value offerings that match customer needs can play a vital role in encouraging adoption.
The disruptive nature of solar PV technology, limited awareness and high financial requirements often make solar PV disadvantaged compared with its competition , . A market-centric business model can help solar PV companies address consumers’ concerns while offering solutions to enhance its adoption.
Digital and social media platforms offer an excellent opportunity for solar PV companies to increase their market reach without excessive financial burden . Social media is increasingly used to market products and could serve as an ideal medium for solar PV companies.
Huijben and Verbong identified that business models providing different ownership structures facilitated the development and growth of distributed solar PV. Amus suggested that adopting a community business model addressed infrastructural hindrances, making it cost-efficient for consumers to utilise solar PV.