여행사의 e-CRM활동 척도 개발과 검증 연구

• 영문명: Development and Validation of the E-CRM Activity Scale in Travel Agencies
• 발행기관: 한국관광학회
• 저자명: 황수영
• 간행물 정보: 『관광학연구』제37권 제2호, 95~117쪽, 전체 23쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2013.03.31

영문 초록

e-CRM refers to the Internet-based CRM system. The essence of e-CRM in travel agencies is to build a business environment in which a variety of the company's activities 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 travel agencies and to evaluate the reliability and validity of the measures. To determine internal consistency as a part of analyzing reliability, Cronbach's Alpha and Spilt-half were tested. 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 confirmatory factor analysis and SEM were conducted in order to assess validity of the measures. This study finally conducted 'e-CRM activities scale in travel agencies' consisted of 45 items in total and also the result of these processes was the development of measures to verify the e-CRM activities in travel agencies.

목차

I. 서론

II. 이론적 배경

III. 연구방법

IV. 분석결과

V. 결론

참고문헌

키워드

여행사 e-CRM 활동 척도개발 신뢰성 타당성 검증 Travel agencies e-CRM activities Scale development Reliability Validity Validation