Examining Service Quality, Word-of-Mouth, Satisfaction and Trust in SaaS Contexts

This study analyzed the influence of service quality and word-of-mouth (WOM) on customer satisfaction and trust in software-as-a-service (SaaS) platforms.Self-reported survey data was collected from 342 customers of an online printing SaaS business.Structural equation modeling performed using Smart Partial Least Square (SmartPLS) revealed service quality has a significant positive effect on satisfaction and trust.However, WOM did not significantly moderate these relationships as hypothesized.The findings provide new empirical insights on the drivers of customer satisfaction and trust specifically for SaaS platforms, contributing to the limited literature on SaaS service quality dynamics.Further research can build upon these results by exploring additional factors that shape customers' service perceptions, satisfaction and loyalty in SaaS models.