Degree

Master of Business Administration

Faculty / School

School of Business Studies (SBS)

Advisor

Dr. Fawad Ahmed, Assistant Professor, Department of Finance, Institute of Business Administration (IBA), Karachi

Client

Lets Triage

Project Type

MBA Research Project

Abstract / Summary

One of the paradigms shifts which has transformed the business landscape is a phenomenon known as cloud computing. It is growing with each passing day and small businesses and big corporations alike are leveraging this technology as the use of the internet to access, store, and transfer digital information is increasing globally. Although cloud computing has three main layers which includes PaaS (Platform Service), IaaS (Infrastructure Service), in addition to SaaS (Software Service), this report will particularly focus on a SaaS provider based in Pakistan and will aim to provide insights and recommendations to the client on the factors that impact consumer intention to purchase their product. The chosen organization provides Enterprise Resource Planning (ERP) services to different small- and large-scale companies through a SaaS cloud computing model, and their current purchases are significantly lower than expected. Naeem & Sarim (2017) This research aims to understand the factors impacting the purchase intention ofthe potential customers of our client. The study proposes a theoretical framework for explaining the consumer’s intention to use SaaS. It identifies the influence of perceived security, perceived usefulness, Awareness, Technological Complexity, and perceived ease of use, as well as their relationship with the intention of use. The same theoretical framework has been validated using a questionnaire survey of 211 customers of our client across Pakistan. The results suggest that the proposed theoretical model is significant in explaining the behavioral intentions of the customers to use the client’s services. In addition, the results also highlight the positive and direct influence of perceived usefulness, perceived security, Awareness, Technological Complexity, and perceived ease of use on the customer’s intention. This study contributes to the SaaS academic literature by determining important factors that impact consumer’s intention to use SaaS. This study is also intended to offer important practical ways of maximizing the selected company’s growth by suggesting a practical solution to increase the purchase of SaaS, which can also be taken as a case-study for other similar organizations.

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Available for download on Tuesday, November 19, 2030

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