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The development of ‘ e-CRM activities scale in tourism industry ’ using a Delphi Method

  • Journal of Tourism Sciences
  • Abbr : JTS
  • 2009, 33(5), pp.453-475
  • Publisher : The Tourism Sciences Society Of Korea
  • Research Area : Social Science > Tourism

Hwang Soo Young 1

1안양대학교

Accredited

ABSTRACT

Although the number of studies on e-CRM is gradually increasing, no measure to assess and evaluate e-CRM activities with reliable degrees of accuracy has been developed yet. Therefore, this study was conducted in order to develop a set of tools that can measure the performance of e-CRM activities in the tourism industry based on a comprehensive approach to the concepts and structural elements of e-CRM activities performed by tourism-related companies. In doing so, this study applied the categories of the e-CRM activities made in the existing literature, which are: e-Marketing, e-Sales, e-Service, e-Support, e-System. In order to develop the measures for e-CRM activities, this study used the expert survey based on the Delphi method. The experts interviewed included: fourteen employees with three or more years of experience in e-CRM in tourism-related businesses; three academic CRM experts and e-CRM consultants; and three engineers of e-CRM solution programs. This study finally conducted 'Tourism e-CRM activities scale' consisted of 57 items in total.

Citation status

* References for papers published after 2022 are currently being built.

This paper was written with support from the National Research Foundation of Korea.