Components of service value in business-to-business Cloud Computing

Roland S Padilla,Simon K Milton,Lester W Johnson

doi:10.1186/s13677-015-0040-x

Abstract

Cloud computing services are used in many businesses. However, little is known about the components of service value in B2B cloud computing services from a customer perspective. In the B2C service literature, service value has four components: customer perceptions of the quality, equity, benefits, and sacrifices for the delivered service. The purpose of this research is to determine whether the components from an established B2C model applies to B2B cloud computing services. We followed a qualitative approach and interviewed twenty-one managers responsible for handling cloud computing services and for the decision to repurchase services. The interviews were then analysed to determine whether the existing model covers cloud computing services completely. We found broad support for the established service value components in a B2B cloud computing context. Importantly, we found evidence for a fifth component we called “cloud service governance”. A deeper understanding of service value perceptions among business users of cloud computing services means vendors can measure this for their customers. This is important because perceptions of service value directly influences customer satisfaction, impacting the buyer’s intention to repurchase the service. Similarly, this study will help buyers of B2B cloud computing services to assess the value extracted from their cloud computing service relationships. It will also help cloud providers and new competitors focus their efforts (e.g., into increasing technical reliability) to improve their customers’ perceptions of value obtained from their cloud computing services. This research advances the literature by extending the established B2C service value model to the context of B2B cloud computing, and providing the first evidence of an extra component in B2B services more generally.

Highlights

The “anytime, anywhere” [1] concept of access to large data storage spaces, increased processing power and convenience in computing growth, led to the development [2, 3] and adoption of technology [4, 5] for cloud computing [6]
The approach for the qualitative study was deductive by using open codes, which were derived from the established service value model
We determined and categorised the articulations provided by the participants that pertained to their actual experiences in using cloud computing services in their respective organisational business context

Summary

Introduction

The “anytime, anywhere” [1] concept of access to large data storage spaces, increased processing power and convenience in computing growth, led to the development [2, 3] and adoption of technology [4, 5] for cloud computing [6]. As far as the customer is concerned, cloud computing services are made possible through non-specialised devices. Three main types of service are offered to business customers of cloud providers [9, 10]. Software as a Service (SaaS) enables a subscriber to utilise applications offered within the cloud infrastructure. Platform as a Service (PaaS), allows a subscriber to deploy and control applications within the cloud infrastructure. Infrastructure as a Service (IaaS) enables a customer to utilise the cloud infrastructure to deploy and run operating systems and numerous applications. 2. What types of cloud computing services does your organisation currently utilise?. 3. Please tell me about the infrastructure services you get through the cloud. 4. Can you describe the decision-making process in selecting cloud computing service providers?. Were there other companies that you consider to offer the same service?

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