European Journal of Studies in Management and Business

Cloud computing became the most efficient resource for following the business processes of companies and providing the required ICT capability for the last 10 years. It is a well-known fact that different cloud computing services help firms to orient themselves effectively to their functional goals. Because many additional issues such as budget, human power, time, personnel training required to use resources will automatically be handled by service providers. However, the reality of storing organizational data outside the company causes prejudiced and skeptical thoughts in top manager’s mind for cloud computing adoption from the point of security and privacy. But, the companies will be using this technology ultimately since its cost and competition efficiency will become more important as data production grows all over the world and every field. In this study, we will identify the different service options of cloud computing in the companies and analyze the factors that affect these choices in the light of their decisions. Orthogonal experimental design is applied to identify choices based on seven attributes: economic values, cloud advantage, security and privacy concern, reliability, control, compatibility and features. Afterwards, conjoint analysis is implemented to rank the criteria of the alternatives from the choices gained from orthogonal experimental design.