호텔 e-CRM 구성요인이 고객만족과 구매행동에 미치는 영향 연구

A Study on the Effect of the Customer Satisfaction and Purchasing e-CRM Factor in the Hotel Industry

Hotel business has started to emphasize incorporating intelligence in its features of CRM by adapting and creating e-CRM technologies that turn data into knowledge to serve a business goal. The usual goals are to provide maximum convenience and create top-quality experience for the customers, and save cost and enhance revenue. The specific task we work on in this research is to investigate factors among e-CRM elements (i.e., e-Marketing, e-Sales, e-Services, e-Community) that offers significant impact to customer engagements and purchasing. The result of hypothetical testing conducted on the survey data of 323 visitors for online hotel sites supports the fact that these four factors are the core of revisit events driven by customer care solution. The implications of the findings will help CRM researchers and practitioners in this field grasp emerging business opportunities in view of novel theoretical framework as well as the long-lasting market share that are strongly connected to subscribers behavior and experience.