Title: Testing cloud computing for customer satisfaction and loyalty

Authors: Tor Guimaraes; Ketan Paranjape

Addresses: Jesse E. Owen Chair of Excellence, Tennessee Technological University, Cookeville, TN 38505, USA ' Intel Corporation, MS JF5-214, 2111 N.E. 25th Avenue, Hillsboro, OR 97124, USA

Abstract: Cloud computing promises to provide quicker, easier and less expensive computing support for e-commerce. Will this new computing environment maintain or enhance customer satisfaction and customer loyalty? The study's two main goals are: test if what experts are recommending to improve user satisfaction with SaaS applications and test if user satisfaction translates into customer loyalty. Data from a total of 1257 customers using the order entry systems of 176 client organisations available through four SaaS providers were analysed. Results confirm the importance of the proposed success factors and the relationship between SaaS user satisfaction and customer loyalty. The results enabled the formulation of recommendations for managers responsible for customer relations in e-commerce environments.

Keywords: cloud computing; e-commerce; electronic commerce; customer loyalty; customer satisfaction; SaaS success factors; software as a service; customer relationship management; CRM; e-CRM.

DOI: 10.1504/IJECRM.2014.066885

International Journal of Electronic Customer Relationship Management, 2014 Vol.8 No.1/2/3, pp.72 - 86

Received: 19 Aug 2014
Accepted: 21 Oct 2014
Published online: 29 Apr 2015 *

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