The quality of cloud service is an important aspect to the success of any global business in today's world. The objective of this paper is to find the factors of the cloud service quality and assess the impact of service quality on customer satisfaction and loyalty. A survey of 419 cloud experts/users was conducted in India by means of an organized survey instrument/questionnaire based on Likert scale. The respondents were the cloud experts/users using the services of top 5 cloud service providers of India. Research hypotheses were tested using partial least squares structural equation modeling. The study found that agility, assurance of service, reliability, scalability, security, service responsiveness, and usability all have a positive and significant effect on overall cloud service quality. The research revealed the partial mediation effect of customer satisfaction amid service quality and customer loyalty. It is noticed that service quality has positive and significant link with customer loyalty and customer satisfaction. This establishes the partial mediation effect of customer satisfaction on the link between service quality and customer loyalty. Finally, the paper recommends cloud experts/users/service providers to give specific attention to these factors when migrating to cloud services.
Indian cloud computing industry is still in embryonic phase. The cloud services have significant benefits to business establishments such as digital innovation and improved economy of scale however, at the same time it brings numerous issues, and challenges e.g., security, data lock-in, cloud service quality etc. . The growth of cloud service in India is not that inspiring, as it was envisioned a decade before. The poor cloud computing growth is obvious from the numerous global cloud indices. There is no reservation on that the cloud is a bright technology. In addition, abundance of literature has been printed on how cloud will transform the information technology business. The cloud service growth factors could be different for each nation. There are numerous whys and wherefores ascribed to the poor cloud service growth in India. Despite the poor growth of cloud service in India, the service providers are providing good quality of service. This paper deliberates the factors of cloud service quality in India. The cloud standing in India is shown in Table 1.
The worldwide race in the cloud computing segment has prompted cloud service providers to create pioneering ways to beat the competition. The cloud service providers have incorporated novel technologies that have reimagined the cloud computing landscape. Cloud computing has steered into a new age and hence cloud service providers across the globe including India, have engrossed cloud ervice quality as existence policy in recent years. They today deliver superlative cloud service quality to their clienteles.
This study has become inevitable as the Indian cloud industry is research scarce with very limited literature available in context of India. This novel study is one of the forerunner studies for cloud service quality factors in India, and no relevant literature found on cloud service quality factors in Indian context even after thorough search, however there is abundance of research papers available on cloud adoption, cloud vendor selection and cloud service quality in other countries and no or minimum focus in India. This study has four goals namely-find significant factors of the cloud service quality in Indian context, examine the influence of the factors on cloud service quality, assess the impact of service quality of customer satisfaction and loyalty, and investigate the impact of mediating factor (customer satisfaction) on the link amid service quality and customer loyalty. This study is founded on the survey instrument prepared to collect the data for the significant factors influencing quality of cloud service. The research encompasses of below segments-i) literature review and factors conclusion, ii) research model, questionnaire, and hypotheses establishment, iii) execution of survey to capture primary data, iv) quantitative data analysis using PLS-SEM, discussions, and outcomes.
8. Limitations and future scope
This research work is founded on experiential investigation. A qualitative method can also be encompassed for more effective and accurate examination of the vital factors. The scope of this work is limited to examine vital cloud service quality factors, link amidst cloud service quality, customer satisfaction and customer loyalty, and investigate the mediation effect of customer satisfaction on the link amid cloud service quality and customer loyalty in Indian context and it can be further improved by including the larger world. This research work can be further expanded by examining individual factors in detail and how they transmute the overall cloud service quality. For a truthful interpretation, the findings of this work can be confirmed and substantiated in any other research for the precision of the outcome. Also, this study is limited to the private organizations in India as the respondents to questionnaire survey were from these organizations. There is a scope to include respondents from government organizations in future studies.
The theoretical and experiential research articles on cloud service quality using PLS-SEM technique, are very limited in Indian framework. This research article will throw some light on novel methodological approach and hence, significantly help budding scholars interested to use the innovative statistical method, PLS- SEM.