Title: A new model for assessing the impact of cloud computing on customer retention

Authors: Saghar Gozali; Zahra Shokri; Somayeh Asghari; Mahdi Ghasvari

Addresses: Young Researchers and Elite Club, Tabriz Branch, Islamic Azad University, Tabriz, Iran ' Young Researchers and Elite Club, Tabriz Branch, Islamic Azad University, Tabriz, Iran ' Department of Industrial Engineering, Faculty of Engineering, Urmia University of Technology, Urmia, Iran ' Department of Marketing Management, Faculty of Economic, Management and Administrative Sciences, Semnan University, Semnan, Iran

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.

Keywords: cloud computing; customer; retention; cost; agility; virtualisation.

DOI: 10.1504/IJECRM.2019.104020

International Journal of Electronic Customer Relationship Management, 2019 Vol.12 No.2, pp.124 - 142

Received: 29 Mar 2019
Accepted: 26 Jun 2019
Published online: 06 Dec 2019 *

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