Exploring Relationship Quality of User's Cloud Service

Abstract

The purpose of this article is to develop a research model examining the effects on relationship quality of a cloud service and to investigate the continuance intention of SaaS CRM (Software as a Service Customer Relationship Management) based on SaaS cloud service quality of service (SaaS-Qual) model. As basis theories, the study adopted service quality of SaaS and a post-acceptance model of IS continuance. The study also adds a relationship of quality as a moderate variance to validate the feasibility of cloud service. An online survey and a paper-questionnaire were used to collect data, and most respondents were experienced with using SaaS service for CRM for at least one year. The research causal model was validated by using SEM, and all eight study hypotheses were supported. These results indicate that relationship quality played an important role in influencing users' satisfaction and trust of SaaS's CRM service. High SaaS service quality could also increase users' intention to use cloud service continuously. SaaS CRM service providers should focus on enhancing relationship quality through motivational cloud service needs and SaaS CRM service features to increase user satisfaction and enhance levels of trust to promote continued use of SaaS service on the internet. This study contributes to a theoretical understanding of how relationship quality and cloud service can affect continuance intention.