An investigation of Moderating Effects of Perceived Usefulness and Easiness of Use on the Relationships Between e-CRM Activities and Firm Performance in Internet Travel Agencies (인터넷여행사의 e-CRM활동과 기업성과관계에 대한 프로그램 유용성과 용이성의 조절효과 연구)

Kim， Sung Hyuk (김성혁); Hwang Soo Young (황수영)

An investigation of Moderating Effects of Perceived Usefulness and Easiness of Use on the Relationships Between e-CRM Activities and Firm Performance in Internet Travel Agencies

Journal of Tourism Sciences
Abbr : JTS
2010, 34(9), pp.227-250
Publisher : The Tourism Sciences Society Of Korea
Research Area : Social Science > Tourism

Kim， Sung Hyuk ¹, Hwang Soo Young ²

¹세종대학교
²안양대학교

Accredited

ABSTRACT

The study was to examine the effects of e-CRM activities on firm performance. Particularly, it focused on the moderating effects of perceived usefulness and easiness of use on the relationships between e-CRM activities and firm performance. The data were collected from 133 e-CRM experts of travel agencies in Seoul and Kyonggi-do over a three month period from May 2010 to July 2010. Results of cannonical correlation analysis indicated that e-CRM activities were significantly correlated with the firm performance. Particularly, e-CRM system maintenance and analysis factor made the most significant impact on the firm performance of customer and innovation. Result of hierarchical regression analysis also revealed that employees’ perceived program usefulness and easiness of use moderates the effects of e-CRM activities on firm performance. However, among the seven dimensions of e-CRM activities, only the “marketing”, “support” and “service” dimensions appeared to be significantly influenced by the moderating effect of perceived program usefulness and easiness of use.

KEYWORDS

e-CRM activities, Program usefulness, Program easiness of use, Firm performance, Moderating effect

Citation status

* References for papers published after 2023 are currently being built.

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

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