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Understanding the Effects of Critical Incidents on the Customer-Firm Relationship within IT (SaaS) Companies
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Resumo(s)
In the dynamic realm of Software as a Service (SaaS), cultivating robust customer-firm
relationships is pivotal for sustained business success. This thesis explores the influence of
critical incidents on such relationships within SaaS companies, focusing exclusively on the
use of questionnaires for empirical investigation. Critical incidents are characterized as events
that significantly impact a customer's perception of a company, positively or negatively.
Addressing a gap in the literature, this study specifically probes the ways in which these
incidents affect customer trust, satisfaction, and loyalty. Utilizing a comprehensive
questionnaire-based approach, the research canvasses a broad spectrum of industry
professionals to ascertain the most common types of critical incidents in the SaaS domain.
The questionnaires are meticulously crafted to elicit nuanced information on the nature of
these incidents and their subsequent effects on the customer-firm dynamic. Additionally, the
study delves into the incident management strategies employed by SaaS companies, shedding
light on effective practices for incident resolution. Preliminary findings suggest a wide
variation in critical incidents within SaaS companies, from technical disruptions to
outstanding service encounters, each with a unique bearing on customer perceptions. The
research underscores the crucial role of prompt and efficient incident management in not only
re-establishing but also potentially bolstering customer trust. Effective management of these
incidents emerges as a linchpin in nurturing customer loyalty and satisfaction. This research
makes a meaningful contribution to information systems management by delineating the
interplay of customer relationships and incident management within the SaaS industry. It
accentuates the need for flexible and forward-thinking strategies to combat critical incidents.
For SaaS practitioners, this thesis presents an informative framework for navigating critical
incidents, ultimately aiming to fortify and deepen customer relationships. The insights gained
also serve as a foundation for future inquiry into the enduring effects of incident management
on customer retention and the broader trajectory of business growth in the SaaS sector.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Information Systems and Technologies Management
Palavras-chave
Building Resilient Infrastructure Promoting Inclusive Sustainable Industrialisation Fostering Innovation SDG 9 - Industry, innovation and infrastructure