The Study of Customer Loyalty for Cloud Services

• Main Authors: yu-chi Wang, 王昱棋
• Other Authors: no
• Format: Others
• Language: en_US
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/32420899091628925496

碩士 === 逢甲大學 === 國際貿易所 === 100 === Cloud service is a rising issue both in academic and practice. In general, cloud service is a new kind of internet service. Famous websites including Facebook, Google, and Amazon are cloud services which provide customers a platform to store data, images, and documents. This study aims to step into consumer’s shoes to illustrate cloud service in order to remind the suppliers what consumers concerns about; by doing so, the suppliers can adjust their service to fit the customers’ needs and to help more people to know cloud service. Cloud service is an ongoing issue; however, previous researches seldom investigated customer loyalty in the cloud context. This study raises a new topic to find out what kind of services is important for customers and to remind people to care about cloud services. The study also establishes a conceptual framework to measure cloud services. The conceptual framework proposes seven antecedent variables: capability, ubiquity, innovativeness, sharing, synchronicity, responsiveness, and security. These variables enhance customer loyalty by satisfying their needs and making them trust cloud service providers. Finally, the study finds that all the variables can get customer loyalty except the sharing. The result expects to be a guideline, which helps suppliers to establish a better cloud service for customers. Several implications of the proposed framework for future academic research are suggested.