Marketing and SaaS platforms (Master thesis)
Μπίρκας, Γιώργος/ Birkas, Giorgos
This research describes and analyzes the relationship between marketing and Software as a Service (SaaS) platforms, focusing on strategies that enhance efficiency and customer retention. It has a threefold objective. First of all, to analyze the SaaS market in Greece. Second, to explore user profiles and their needs from these platforms and third, to identify optimal marketing strategies for customer acquisition and retention. The research problem focuses on understanding the market and the most effective marketing methods for SaaS that support business objectives. Using a quantitative methodology, the research collects data through questionnaires targeting senior and executive-level SaaS company managers to capture their perspectives. Findings indicate that SaaS platform customers value the service's quality, performance, and pricing. For optimal results, SaaS companies need to improve customer satisfaction and return on investment (ROI), while also reducing customer acquisition costs through digital channels and promotional efforts. Customer retention is a crucial factor for SaaS sustainability, as it boosts recurring revenue and ensures steady growth. Customer Lifetime Value (CLV) and retention rates are essential metrics for most SaaS companies, aimed at enhancing user experience and profitability. Conclusions suggest that effective customer relationship management and the development of tailored strategies can improve user experience and increase profitability for businesses utilizing SaaS platforms
Institution and School/Department of submitter: | Δημοκρίτειο Πανεπιστήμιο Θράκης. Πολυτεχνική Σχολή. Τμήμα Μηχανικών Παραγωγής και Διοίκησης |
Subject classification: | Customer relations--Management--Computer programs |
Keywords: | Αγορά SaaS στην Ελλάδα,Στρατηγικές προσέλκυσης πελατών,Στρατηγικές διατήρησης πελατών,Saas Λογισμικό ως Υπηρεσία,SaaS market in Greece,Customer acquisition strategi,Customer retention strategies,SaaS,Software as a Service |
URI: | https://repo.lib.duth.gr/jspui/handle/123456789/20103 |
Appears in Collections: | Π.Μ.Σ. ΔΙΟΙΚΗΣΗ ΚΑΙΝΟΤΟΜΙΑΣ, ΤΕΧΝΟΛΟΓΙΑΣ ΚΑΙ ΕΠΙΧΕΙΡΗΣΕΩΝ |
Files in This Item:
File | Description | Size | Format | |
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BirkasG_2024.pdf | Μεταπτυχιακή εργασία | 6.61 MB | Adobe PDF | View/Open |
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https://repo.lib.duth.gr/jspui/handle/123456789/20103
http://dx.doi.org/10.26257/heal.duth.18792
This item is licensed under a Creative Commons License