The influence of customer involvement and engagement on co-creation of services, satisfaction, and loyalty: The case of Software as a Service

Sustainability includes social, economic, and ecological responsibilities. The worldwide concern about sustainability is increasing, especially for those issues related to the ecological domain. Any organization wishing to survive and sustain its business should consider sustainability pillars within daily activities. Therefore, this study is directed to investigate how consumers’ identification, involvement, and commitment to sustainability affect entrepreneurship. This paper uses a quantitative cross-sectional method to collect the data from 400 respondents in Jordan. The results show a correlation between consumers’ level of involvement, identification, commitment, and sustainability components (economy-driven venture, society-driven venture, and ecology-driven venture). Moreover, commitment has the highest effect on customers’ intentions and behavior; identification has the second highest effect, while involvement does not significantly affect both customers’ intentions and behavior. The study recommends that all organizations, whatever they do and wherever they conduct their business, should consider sustainability pillars within their strategies and daily practices. The sustainability-driven ventures should not only attract the required customer segmentation via social media, but also enhance, strengthen, and engage their sense of identification, commitment, and belonging.

Today’s organizations need energetic and engaged employees, those who are interested in their jobs. Generally, the engaged ones love their job and do their job tasks well. If there is no engagement in the organizations, the organization is encountered with serious problems in this ground. This study aims to design engagement assessment model in the organizations and its applied purpose is creating new theoretical basics in the maturity of engagement in the organization and this helps the organizations for better perception and consistency of organizational goals with the goals of employees. The employees of the National Iranian Oil Company constituted the population for this research. The National Iranian Oil Company was selected as the context, because employee engagement has emerged as a critical problem confronting this sector. 356 employees of this company were selected by simple random sampling method and data were collected using a questionnaire. The researcher attempts to answer the question how we can design an engagement assessment model in the organizations. The different dimensions of engagement are identified at individual and organizational levels and then based on the findings, the employees are classified based on the individual and organizational engagement and the results of this study can help the researchers for better recognition of this internal variable and this helps the better understanding of researchers to use it.

The market of software for automating the processes of mining enterprises is represented by foreign solutions, which increases the dependence of Kazakhstani enterprises on third-party developers. The marketing strategy for promoting the domestic software product focus on conquering the market segment and increasing competitiveness.
The study aims to develop a marketing strategy for promoting the national cloud service “3D-quarry” as a SaaS, taking into account the modern development of Kazakhstan and the globalization of the world’s economy. When writing the matrix of strategic analysis, an analysis of pricing models was used. The possibility of using various measures to promote the service was assessed. A marketing strategy for promoting software for subsoil use is proposed, including tactics of online and offline marketing. The choice of a pricing model for a SaaS product for specialized universities and small design organizations is substantiated. Within the SaaS framework, a set of indicators for evaluating the effectiveness of a marketing strategy is proposed. A comparative analysis of the payback period of the project when using different tariff plans is carried out. Planning horizon – 3 years, planned market share – 5%, conversion rate – 1%, expected payback period – 4.4 years.
The developed pricing policy allows obtaining competitive advantages in comparison with the main representatives of the software market: in the segment of small design organizations – at the expense of an acceptable price, in the segment of educational institutions – at the expense of the freemium pricing model.

Acknowledgment
The study was carried out within the framework of the grant of the Ministry of Education and Science of the Republic of Kazakhstan on the topic IRN AP09561619 “Development of the core of the web service “3D-quarry”.