A new model for assessing the impact of cloud computing on customer retention Online publication date: Fri, 06-Dec-2019
by Saghar Gozali; Zahra Shokri; Somayeh Asghari; Mahdi Ghasvari
International Journal of Electronic Customer Relationship Management (IJECRM), Vol. 12, No. 2, 2019
Abstract: Cloud computing is one of the popular technologies that changes customer-business interaction. Consequently, the main purpose of this paper is to study the influence of cloud computing on customer retention. SMART-PLS 3.0 was employed to examine the data. The examination was done in three stages to compute PLS model criteria containing an assessment of reliability and validity, assessment of structural model, and assessment of overall model using GOF. The result showed that cloud computing has a direct effect on customer retention, therefore, the provided hypotheses are supported. The results also indicated that cost has a significant positive influence on customer retention. Virtualisation, agility, scalability and elasticity have significant and positive influence on customer retention. The results will help the organisations to improve their performance using cloud services.
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