International Journal For Multidisciplinary Research

E-ISSN: 2582-2160   •   Impact Factor: 9.24

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Analysis of Psychological Factors Affecting Customer Lifetime Value on SaaS Platforms

Author(s) Ms. Apeksha Siddannavar, Prof. Shoaib Ahamed Khan, Prof. Pooja Ravindra Takalkar
Country India
Abstract This study investigates the psychological factors that influence Customer Lifetime Value (CLV) in Software-as-a-Service (SaaS) platforms, shifting focus from purely transactional metrics to human-centred determinants of long-term customer engagement. Drawing on theories from psychology and marketing, the paper explores how trust, satisfaction, emotional branding, perceived benefits, and awareness impact CLV. The proposed conceptual framework highlights the direct and indirect roles of self-efficacy and prior knowledge in shaping customer awareness and perceived benefits, both of which contribute to increase CLV. Key psychological drivers such as onboarding satisfaction, emotional loyalty, and perceived switching costs are analysed alongside strategies like gamified engagement and personalized loyalty programs. The paper identifies gaps in traditional CLV modelling, particularly the lack of psychological segmentation and longitudinal insights. It also emphasizes the importance of trust and data transparency in building emotional bonds that sustain customer loyalty. The findings suggest that integrating psychological variables into CLV models enables SaaS companies to enhance customer experience, reduce churn, and improve profitability. This research offers a comprehensive framework for SaaS firms to develop emotionally resonant, personalized retention strategies rooted in customer psychology.
Keywords Customer Lifetime Value, Psychological Factors, SaaS Platforms, Customer Retention.
Field Business Administration
Published In Volume 7, Issue 4, July-August 2025
Published On 2025-07-25
DOI https://doi.org/10.36948/ijfmr.2025.v07i04.52064
Short DOI https://doi.org/g9vpwk
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