University of Twente Student Theses
The relationship between Customer Servitisation and Customer Revenue: A Customer-driven Segmentation of SaaS.
Beer, E.W. (2019) The relationship between Customer Servitisation and Customer Revenue: A Customer-driven Segmentation of SaaS.
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| Abstract: | 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. |
| Item Type: | Essay (Master) |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Subject: | 85 business administration, organizational science |
| Programme: | Business Administration MSc (60644) |
| Link to this item: | https://purl.utwente.nl/essays/80235 |
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