Trust in the context of subscription contracts

Mosolova, Polina

[img] PDF
dissertation.pdf - Published

Download (5MB)

URN: urn:nbn:de:bsz:180-madoc-624898
Document Type: Doctoral dissertation
Year of publication: 2022
Place of publication: Mannheim
University: Universität Mannheim
Evaluator: Keusch, Florian
Publication language: English
Institution: Außerfakultäre Einrichtungen > Graduate School of Economic and Social Sciences- CDSS (Social Sciences)
Subject: 300 Social sciences, sociology, anthropology
Keywords (English): trust , interorganizational relationships , churn , machine learning , computational social science , case study
Abstract: Trust plays an essential role in interorganizational interactions. It reduces uncertainty, ensures long-term relationships, positively influences innovation, product adoption, and serves as a solution to the commitment problem. This work observes trust in the context of a Software as a Service (SaaS) market. In a case study of a SaaS service provider and their customers, I apply the Ability, Benevolence, Integrity trust framework to illustrate the effect of individual trust dimensions on the relationship between the customer and the service provider. First, for integrity-based trust, I show a positive effect of early interactions with customer success teams on product usage. Second, I show that benevolence-based trust increases customer engagement. Third, I use supervised machine learning and explainability methods to illustrate the positive effect of the ABI trust dimensions on customer contract extensions. Methodologically, this work suggests a strategy for machine learning applications in sociological research. Finally, this work derives practical managerial implications for service providers.

Dieser Eintrag ist Teil der Universitätsbibliographie.

Das Dokument wird vom Publikationsserver der Universitätsbibliothek Mannheim bereitgestellt.

Metadata export


+ Search Authors in

+ Download Statistics

Downloads per month over past year

View more statistics

You have found an error? Please let us know about your desired correction here: E-Mail

Actions (login required)

Show item Show item