A study of the reliability and validity of e-CRM activity scale in Food & Beverage Industry

Hwang Soo Young

Journal of Tourism Sciences

Abbr : JTS
2009, 33(7), pp.487-510
Publisher : The Tourism Sciences Society Of Korea
Research Area : Tourism

Hwang Soo Young ¹

¹안양대학교

ABSTRACT

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.
KEYWORDS

e-CRM, Scale development, Food & beverage industry, Reliability, Validity
REFERENCES (28)

[journal] 강신정 / 2005 / 호텔기업의 e-CRM 도입에 따른 주방 정보화 연구 / 한국관광정보학회 20 : 1~21

[book] 김성혁 / 2009 / 외식마케팅론 / 백산출판사

[thesis] 김진강 / 2002 / CRM시스템 운용이 호텔기업의 경영성과 및 고객애호도에 미치는 영향 / 박사 / 동아대학교 대학원

[journal] 김태희 / 2004 / Effect of the Family Restaurants' e-CRM Attributes on Overall Customer Satisfaction of e-CRM Activity and Restaurant Service / 호텔경영학연구 / 한국호텔외식경영학회 13(4) : 97~114

[book] 엄명용 / 2005 / 사회복지실천과 척도개발 / 학지사

[journal] 이순묵 / 1994 / 요인분석의 관행과 문제점 / 한국심리학회지: 산업 및 조직 7(1) : 1~26

[journal] 이재섭 / 2005 / 항공사 e-CRM 사례연구-국적항공사를 중심으로- / 관광경영학연구 9(1) : 369~386

[journal] 이태희 / 1997 / 한국 관광지 이미지 척도개발 / 관광학연구 20(2) : 80~95

[book] 이학식 / 2008 / 구조방정식모형분석과 AMOS 7.0 / 법문사

[journal] 한은경 / 2003 / A study on the development of index on emotion and relationship for brand equity evaluation / 광고학연구 / 한국광고학회 14(4) : 37~66

[journal] 황수영 / 2009 / The development of ‘ e-CRM activities scale in tourism industry ’ using a Delphi Method / 관광학연구 / 한국관광학회 33(5) : 453~475

[journal] 황수영 / 2008 / An exploratory study of the electronic-CRM activities in tourism industry: The case of Travel agencies, Hotels, Airlines and Restaurants / 관광학연구 / 한국관광학회 32(6) : 383~403

[journal] Baloglu, S / 2006 / The website design and internet site marketing practices of upscale and luxury hotels in Turkey / Tourism Management 27 : 171~176

[journal] Cattell, R. B / 1962 / A dynamic model of physical influencesdemonstrating the necessity of obligue simple structure / Psychological Bulletin 59 : 389~400

[journal] Cattell, R. B / 1963 / The uniqueness and significance if simple structure demonstrated by contrasting organic 'nature structure' and 'random structure' data / Psychometrika 28 : 55~67

[journal] Churchill,G.A / 1979 / A paradigm for developing better measures of marketing constructs / Journal of Marketing Research 16(1) : 64~73

[book] DeVellis,R.F / 2003 / Scale development:Theory and applications / Sage

[journal] Feinberg, R. A / 2002 / E-CRM Web service attributes as determinants of customer satisfaction with retail Web sites / International Journal of Service Industry Management 13(5) : 432~451

[journal] Feinberg, R. A / 2002 / The state of electronic customer relationship management in retailing / International Journal of Retail & Distribution Management 30(10) : 470~481

[journal] Fjermestad, J / 2003 / Electronic customer relationship management: Revisiting the general principles of usability and resistance - an integrative implementation framework / Business Process Management Journal 9(5) : 572~591

[journal] Gerbing. D. W / 1988 / An Updated Paradigm for Scale Development Incorporating Unidimensionality and Its Assessment / Journal of marketing research 25(2) : 186~192

[journal] Guilford,J.P / 1981 / Higher-order structure-of-intellect abilities / Multivariate Behavioral Research 16 : 411~435

[book] Kincaid,J.W / 2003 / Customer Relationship Management - getting it right-. / Prentice Hall PTR

[book] Muchinsky,P.M / 2003 / Psychology Applied to Work: An Introduction to industrial and Organizational Psychology(7th ed.) / Wadsworth Publishing

[journal] Murphy, K. R / 2000 / Progress in psychometrics: Can Industrial and Organization Psychology Catch Up? / Personnel Psychology 53 : 913~924

[journal] Ngai,E.W.T / 2005 / Customer relationship management research(1992- 2002): An academic literature review and classification / Marketing Intelligence & Planing 23(6) : 582~605

[journal] Raaen,D.A / 2000 / A Strategic approach to CRM / America's Network 104(6) : 35~44

[journal] West,J / 2001 / ustomer relationship management and you / IIE Solusions 33(4) : 34~7
KCI Citation (0)

KJC Korea
Journal Central

Statistics

Tools