The relationship between Customer Servitisation and Customer Revenue: A Customer-driven Segmentation of SaaS.

The last decade is characterised by the upcoming importance of services and IT. Companies focus on customer-oriented strategies. In this case-study the link between customer servitisation and customer profit is explored. The research consists of two separate studies, using the same sample. Study 1 focuses on the intention to adopt Software-as-a-Service (SaaS) and perceived benefits and risks of SaaS. Study 2 focuses on the link between customer servitisation and customer profit. A market segmentation is part of study two. The results of study 1 show no significant relationship between the benefits and risks of SaaS on the adoption readiness. From the results of study two can be concluded that there is a significant relationship between customer servitisation and customer profit. Companies within the sample requesting for additional services around a core product are those who deliver a significant higher value to the firm.