Evaluating consumer insights in water services: perspectives on health benefits, pricing tolerance, and continuous service demand

Abstract This study investigates the relationship between consumers and water services, focusing on the global challenge of providing clean and reliable water. Employing structured questionnaires, the research explores customers’ perceived health benefits, willingness to pay (WTP) for potential price increases, and service expectations. The study, primarily quantitative in nature, gathered data from both customers and non-customers of water services. The findings reveal that customers are more likely to recognize health benefits from water services compared to non-customers, emphasizing the role of health perceptions in service acceptance. A significant majority of respondents showed a willingness to accept modest tariff increases. However, this willingness sharply declines as the proposed increase grows, indicating a clear threshold in consumers’ financial flexibility. A strong preference for 24-h water service emerged, underscoring the importance of continuous service in consumer satisfaction. Additionally, factors such as water consistency, cleanliness, and pressure were identified as key determinants of service adoption and satisfaction. These insights are crucial for water service providers and regulators, suggesting the need for a balanced approach to pricing, service quality, and continuity. The study highlights the importance of communication about the health benefits of water services, offering guidance for enhanced customer engagement, service adoption, and retention strategies.