Factors Affecting Customer Loyalty in Cloud Computing: A Customer Defection-Centric View to Develop a Void-in-Customer Loyalty Amplification Model

Cloud computing is an emerging field in information technology, with wide benefits extending to diverse areas including cost cutting, better management of business. This craze for cloud computing has brought many service providers in the market. But a problem that persists with this business is the attached customer defection rate. This paper explores the connection between various factors that affect customer defection rate in cloud computing through the veil of customer loyalty. We put forth a void-in-customer loyalty amplification model to explain the above phenomenon. This model is developed by bringing up factors from the literature review and Total Interpretive Structural Modelling (TISM). TISM is used to create hierarchy amongst the factors and interpret the relationships amongst the factors. The amplification model would be helpful for the cloud providers to come up with customer-centric programs to bridge the loyalty gap.