外食産業의 e-CRM活動 尺度 信賴性 및 妥當性 檢證

• 영문명: A study of the reliability and validity of e-CRM activity scale in Food & Beverage Industry
• 발행기관: 한국관광학회
• 저자명: 潢琇映
• 간행물 정보: 『관광학연구』제33권 제7호, 487~510쪽, 전체 24쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2009.12.31

영문 초록

The essence of e-CRM in restaurants is to build a business environment in which a variety of the company's activities, including dealing with customers, marketing, sales, communication, and services, can be conducted through e-channels based on electronic technology. This study was conducted in order to develop a set of tools that can measure the performance of e-CRM activities in the food & beverage industry and to evaluate the reliability and validity of the measures. To determine inherent consistency as part of analyzing reliability, Cronbach's Alpha and Spilt-half were used. The validity of the content of the survey was naturally ensured since the field data were first collected from the e-CRM experts based on a theoretical framework A factor analysis was conducted in order to assess validity of the measures. This study finally conducted ‘e-CRM activities scale in Food & Beverage industry’ consisted of 53 items in total. and also the result of these processes was the development of measures to evaluate the e-CRM activities in the food & beverage industry.

목차

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구 설계

Ⅳ. 연구결과

Ⅴ. 요약 및 시사점

참고문헌

키워드

e-CRM 척도개발 외식산업 신뢰성 타당성 e-CRM Scale development Food & beverage industry Reliability Validity