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

Q2 Business, Management and Accounting

International Journal of Electronic Customer Relationship Management Pub Date : 2019-12-05 DOI:10.1504/ijecrm.2019.10025685

Saghar Gozali, Zahra Shokri, S. Asghari, M. Ghasvari

引用次数: 2

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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一种评估云计算对客户忠诚度影响的新模型

云计算是改变客户业务互动的流行技术之一。因此，本文的主要目的是研究云计算对客户保留的影响。采用SMART-PLS 3.0对数据进行检验。该检查分三个阶段进行，以计算PLS模型标准，包括可靠性和有效性评估、结构模型评估和使用GOF的整体模型评估。结果表明，云计算对客户留存有直接影响，因此，所提供的假设得到了支持。研究结果还表明，成本对客户保留率有显著的正向影响。虚拟化、灵活性、可扩展性和弹性对留住客户有着重要而积极的影响。研究结果将有助于组织使用云服务提高绩效。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

International Journal of Electronic Customer Relationship Management Business, Management and Accounting-Business, Management and Accounting (all)

CiteScore

1.30

自引率

0.00%

发文量

期刊介绍： The aim of IJECRM is to provide an international forum and refereed reference in the field of electronic customer relationship management (ECRM). It also addresses the interaction, collaboration, partnership and cooperation between small and medium sized enterprises (SMEs) and larger enterprises in a customer relationship. More innovative analysis and better understanding of the complexity involved in a customer relationship are essential in today''s global businesses. Therefore, manuscripts offering theoretical, conceptual, and practical contributions for ECRM are encouraged. Topics covered include: -Electronic customer relationship management (ECRM) -CRM strategy, marketing, technology and software -Custom marketing and sales management -Customer lifetime value, loyalty, satisfaction, behaviour, databases -Issues for implementing CRM systems/solutions for CRM problems -Tools for capturing customer information, managing/sharing customer data -Partner relationship management, strategic alliances/ partnerships -Business to business market (B2B), business to consumer market (B2C) -Enterprise resource planning (ERP) -Supply chain dynamics and uncertainty, supplier relationship management (SRM) -E-commerce customer relationships on the internet -Supply chain management, channel management, demand chain management -Manufacturing, logistics and information technology/systems -Supplier and distribution networks, international issues -Performance measurement/indicators, research, modelling