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

  • Journal of Tourism Sciences
  • Abbr : JTS
  • 2009, 33(7), pp.487~510
  • Publisher : The Tourism Sciences Society Of Korea
  • Research Area : Social Science > Tourism

Soo-Young Hwang 1

1안양대학교

Accredited

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.

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CC BY 아이콘

This license enables reusers to distribute, remix, adapt, and build upon the material in any medium or format, so long as attribution is given to the creator. The license allows for commercial use.

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