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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.

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.