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

Hwang Soo Young

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.

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* 2021년 이후 발행 논문의 참고문헌은 현재 구축 중입니다.

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이 논문은 한국연구재단의 지원을 받아 작성되었습니다.

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