Customer's response to dynamic pricing in utility energy Tariff quality and reliability with the time of use: An Empirical case study of household electricity customers in Indonesia.

Time of Use (ToU) is one of the types of dynamic pricing strategies at which a pricing scheme employs a variable rate rather than a fixed one causing electricity tariffs over a particular consumption period to rise once in high consumer demand at peak times and to fall once the demand is low at off-peak times. Owing to the important factor of perceiving customers' response to the successful implementation of the ToU tariff scheme, this study examines the household electricity customers' response in Indonesia - especially residents of Java Island and Bali Island - to future implementation of this dynamic pricing strategy in utility energy tariff quality and reliability. Data on the behavior of the PLN customers need to be thoroughly gathered and then analyzed quantitatively for well-informed decisions on a set of variable rates based on peak/off-peak times of the day and the season to establish in a board of directors' room.