Business-to-Business Client Relationships in the Cloud Computing Software as a Service Realm

  • David Dempsey
  • Felicity Kelliher


Business-to-Business (B2B) and Business-to-Consumer (B2C) markets are discussed before B2B Software as a Service (SaaS) supplier–subscriber relationships are explored. The progressive customer relationship management (CRM) framework is adapted to the B2B SaaS market, incorporating a guide to data mining in this environment. Subscriber needs, motivation and expectations along with their approach to opportunity: risk assessment is considered before contemplating the expectation of value co-creation between the B2B subscriber and provider. Initial subscription criteria are presented before discussing the building of a sustainable client relationship through the delivery of a consistent quality service and the pursuit of both trust and loyalty as evolving assets.


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Copyright information

© The Author(s) 2018

Authors and Affiliations

  • David Dempsey
    • 1
  • Felicity Kelliher
    • 2
  1. 1.SalesforceDublinIreland
  2. 2.Business SchoolWaterford Institute of Technology Business SchoolWaterfordIreland

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