Development and Validation of the E-CRM Activity Scale in Travel Agencies (여행사의 e-CRM활동 척도 개발과 검증 연구)

Hwang Soo Young (황수영)

Development and Validation of the E-CRM Activity Scale in Travel Agencies

Journal of Tourism Sciences
Abbr : JTS
2013, 37(2), pp.95-117
Publisher : The Tourism Sciences Society Of Korea
Research Area : Social Science > Tourism

Hwang Soo Young ¹

¹안양대학교

Accredited

ABSTRACT

e-CRM refers to the Internet-based CRM system. The essence of e-CRM in travel agencies is to build a business environment in which a variety of the company's activities 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 travel agencies and to evaluate the reliability and validity of the measures. To determine internal consistency as a part of analyzing reliability, Cronbach's Alpha and Spilt-half were tested. 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 confirmatory factor analysis and SEM were conducted in order to assess validity of the measures. This study finally conducted 'e-CRM activities scale in travel agencies' consisted of 45 items in total and also the result of these processes was the development of measures to verify the e-CRM activities in travel agencies.

KEYWORDS

Travel agencies, e-CRM activities, Scale development, Reliability, Validity, Validation

Citation status

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

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