델파이기법을 이용한 ‘관광산업의 e-CRM활동 척도’ 개발

The development of ‘e-CRM activities scale in tourism industry’ using a Delphi Method

Although the number of studies on e-CRM is gradually increasing, no measure to assess and evaluate e-CRM activities with reliable degrees of accuracy has been developed yet. Therefore, this study was conducted in order to develop a set of tools that can measure the performance of e-CRM activities in the tourism industry based on a comprehensive approach to the concepts and structural elements of e-CRM activities performed by tourism-related companies. In doing so, this study applied the categories of the e-CRM activities made in the existing literature, which are: e-Marketing, e-Sales, e-Service, e-Support, e-System. In order to develop the measures for e-CRM activities, this study used the expert survey based on the Delphi method. The experts interviewed included: fourteen employees with three or more years of experience in e-CRM in tourism-related businesses; three academic CRM experts and e-CRM consultants; and three engineers of e-CRM solution programs. This study finally conducted 'Tourism e-CRM activities scale' consisted of 57 items in total.