This topic paper examines whether intangible customer relationship factors drive customer retention for a subscription-based software business. My analysis is based on a review of peer-reviewed articles that focus on renewal intent for subscription-based offerings. Subscription-based offers can include a range of products, from enterprise software to IT support to streaming video services. My findings indicate that intangible relationship factors are essential to the renewal intent of subscription-based software. Intangible relationship factors are not directly related to the product but do affect relationship quality, including social factors like trust and technical aspects like knowledge transfer. A company focused on customer retention would be well served to attend to these intangible elements, including emotional factors, relationship factors, and relationship management. This focus differs from the traditional attention paid to the product and the value exchange with the customer. Favorable value exchange is necessary but not sufficient for high customer retention.
"Increasing Software as a Service (SaaS) Customer Retention: Do Intangible Factors Matter?,"
Engaged Management ReView: Vol. 6
, Article 2.
Available at: https://doi.org/10.28953/2375-8643.1114
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