Abstract
Cloud computing promises to provide quicker, easier and less expensive computing support for e–commerce. Will this new computing environment maintain or enhance customer satisfaction and customer loyalty? The study's two main goals are: test if what experts are recommending to improve user satisfaction with SaaS applications and test if user satisfaction translates into customer loyalty. Data from a total of 1257 customers using the order entry systems of 176 client organisations available through four SaaS providers were analysed. Results confirm the importance of the proposed success factors and the relationship between SaaS user satisfaction and customer loyalty. The results enabled the formulation of recommendations for managers responsible for customer relations in e–commerce environments.
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