University of Twente Student Theses


What is the impact of self-serviced supportchannels in SAAS business?

Nuijts, D. (2023) What is the impact of self-serviced supportchannels in SAAS business?

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Abstract:This research investigates how SaaS-customers react towards an increase of SSTs compared to human-assisted channels (HACs), by answering the main research question “What is the impact of self-service in a SaaS-application on customer satisfaction of customers using the SaaS application?”. The results of 12 interviews shows that SSTs are in general used for simple questions. More experienced customers mentioned that SSTs are not able to answer their kind of questions. They do think SSTs would be useful for non-experienced colleagues. SSTs do not directly increase customer satisfaction, but even sometimes decrease it. An increase of SSTs do not directly causes switching intentions, but they do prefer a company with HACs above on without. All interviewees chose a HAC as their preferred channel. Key contributions are that a lack of desired support channels is not a direct reason for cancelling a SaaS subscription, but only if the product fails and no HAC is available. Furthermore, a contradiction to other researchers is that results show that not the interaction with service agents, but the seeing of features in the application provided as idea by the customer causes more bonding with the application and higher the barrier to switch.
Item Type:Essay (Master)
Curious Inc., Hengelo, The Netherlands
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:Business Administration MSc (60644)
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