인터넷여행사의 e-CRM활동과 기업성과관계에 대한 프로그램 유용성과 용이성의 조절효과 연구

• 영문명: An investigation of Moderating Effects of Perceived Usefulness and Easiness of Use on the Relationships Between e-CRM Activities and Firm Performance in Internet Travel Agencies
• 발행기관: 한국관광학회
• 저자명: 金聖奕 潢琇映
• 간행물 정보: 『관광학연구』제34권 제9호, 227~250쪽, 전체 24쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2010.12.31

영문 초록

The study was to examine the effects of e-CRM activities on firm performance. Particularly, it focused on the moderating effects of perceived usefulness and easiness of use on the relationships between e-CRM activities and firm performance. The data were collected from 133 e-CRM experts of travel agencies in Seoul and Kyonggi-do over a three month period from May 2010 to July 2010. Results of cannonical correlation analysis indicated that e-CRM activities were significantly correlated with the firm performance. Particularly, e-CRM system maintenance and analysis factor made the most significant impact on the firm performance of customer and innovation. Result of hierarchical regression analysis also revealed that employees’ perceived program usefulness and easiness of use moderates the effects of e-CRM activities on firm performance. However, among the seven dimensions of e-CRM activities, only the “marketing”, “support” and “service” dimensions appeared to be significantly influenced by the moderating effect of perceived program usefulness and easiness of use.

목차

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구 설계

Ⅳ. 실증분석 결과

Ⅴ. 요약 및 시사점

참고문헌

키워드

e-CRM 활동 프로그램 유용성 프로그램 용이성 기업성과 조절효과 e-CRM activities Program usefulness Program easiness of use Firm performance Moderating effect