Product Expectations Alignment in Customization of B2B SaaS

Sammanfattning

This study explores factors influencing the alignment of product expectations in customized B2B SaaS solutions, focusing on stakeholders' technical knowledge, communication practices, and motivational drivers. Through a qualitative single-case study, empirical data were gathered via semi-structured interviews with sales, technical, and product representatives, supplemented by a comprehensive literature review. The findings highlight that differences in stakeholders' technical knowledge significantly impact expectation alignment, particularly when non-technical stakeholders underestimate technical complexity. Communication within customized SaaS development is characterized by a reliance on informal, agile-oriented channels, which, while efficient, can lead to misalignment due to insufficient documentation and accountability. Additionally, stakeholders' intrinsic motivations, including professional pride, autonomy, and recognition, critically sustain their commitment to alignment activities. Practical implications suggest formal acknowledgment of informal alignment efforts, fostering leadership-driven shared ownership, and enhancing intrinsic motivation through collaborative organizational structures. Future research could extend these insights through longitudinal or comparative studies across multiple SaaS providers, further examining the organizational factors affecting motivation and exploring the application of advanced requirements engineering techniques.