The essence of e-CRM in restaurants is to build a business environment in which a variety of the company's activities, including dealing with customers, marketing, sales, communication, and services, 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 the food & beverage industry and to evaluate the reliability and validity of the measures. To determine inherent consistency as part of analyzing reliability, Cronbach's Alpha and Spilt-half were used. 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 factor analysis was conducted in order to assess validity of the measures. This study finally conducted ‘e-CRM activities scale in Food & Beverage industry’ consisted of 53 items in total. and also the result of these processes was the development of measures to evaluate the e-CRM activities in the food & beverage industry.
Ⅰ. 서론
Ⅱ. 이론적 배경
Ⅲ. 연구 설계
Ⅳ. 연구결과
Ⅴ. 요약 및 시사점
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