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To limit the irreversible consequences of global warming, it is crucial that new actors adopt renewable electricity technologies. This type of innovation is, however, complex to implement, which is the reason adopters often contract with intermediaries for support services, e.g., project developers or installers. Previous studies have underlined that it is difficult for intermediaries to provide services that fully satisfy different types of adopters. Contributing to the previous research on customer satisfaction of services and innovation intermediaries, this article identifies adopters' expectations when adopting photovoltaic technology and analyzes whether such expectations match with the services provided by intermediaries. A cross-case analysis of photovoltaic projects was performed. Results underline that motives and driving forces for adopting the technology influences how adopters select intermediaries as well as what they expect from the services provided by intermediaries. The study finally contributes with some recommendations for intermediary organizations that want to improve and adapt their services to match their clients' expectations and demands. (C) 2019 Elsevier Ltd. All rights reserved.