여행사의 e-CRM활동 척도 개발과 검증 연구

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

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.