Configurability, maturity, and value co-creation in SaaS: An exploratory case study

This study answers the research question, "How do value co-creation components-value, offering, value networks, user involvement, and interaction process-change over time as Software-as-a-Service SaaS) configurability moves toward maturity? We conducted a case study of GlobalSchool, a SaaS company providing administrative software to small-sized schools. We refined the SaaS maturity model by integrating the concept of self-service. We further assessed configurability along with SaaS maturity) from the co-creation of value perspective. Our findings show that value co-creation components are dynamic, changing at different maturity levels. We also identified two drivers for change-knowledge and volume of clients. Our study contributed toward the SaaS and value co-creation literature. The managerial implications include the need for SaaS vendors to balance between providing support and self-service, solicit feedback from long-standing clients, and slowly transition clients to the self-service concept.