Cloud Computing in a Realm of Ever-Increasing Diverse Consumer Expectations Towards Security Challenges that Impact Consumer’s Loyalty: A Data Driven Approach
Authors
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Research Scholar 1*, Associate professor 2 , Department of Management Studies, Ramaiah Institute of Technology, Bengaluru, Karnataka, India 560054. ,IN
Rajendra P -
Research Scholar 1*, Associate professor 2 , Department of Management Studies, Ramaiah Institute of Technology, Bengaluru, Karnataka, India 560054. ,INMohanasundaram T
DOI:
https://doi.org/10.18311/jmmf/2023/33760Keywords:
Cloud Computing, Security Expectation, Consumer Loyalty, Data, CSP, Data location1.Abstract
Cloud computing had become the new paradigm of the future, as it is the most widely used of all the technologies which are available, allowing consumers to readily maneuver their innovative digital demands. In this study, it is revealed that consumers’ expectations are more inclined towards data security and challenges associated with it but, data storage location was not found too much of importance in consumers mind. Furthermore, terms of service agreement between consumer and cloud service provider with declaration of rights was found to be having an anchoring effect on consumer loyalty. This security level perception in consumers mind was a raised due threat created by cyber hackers, data leaks, data misuse and extortion that frequently happened now and then, these events had spurred negative security and threat perception in minds of consumers. The sample size used in the study for consumer survey is 147. The sample unit consist of consumers and employees working on cloud platforms, regular users of cloud services. Consumers are however expecting a robust security measures with more security practices and also expect more clarity in service agreements terms and conditions, as it clear from our study that 32.3% consumers tend to read those lengthy instruction manuals and also those long cloud service providers service agreements, due to which they end up with correct choices. Results confirms that addressing diverse consumer’s expectation towards security challenges positively influences consumer’s loyalty.
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