호텔 e-CRM 구성요인이 고객만족과 구매행동에 미치는 영향 연구

• 영문명: A Study on the Effect of the Customer Satisfaction and Purchasing e-CRM Factor in the Hotel Industry
• 발행기관: 청운대학교 관광산업연구소
• 저자명: 신우성(Shin Woo sung)
• 간행물 정보: 『관광산업연구』관광산업연구 제8권 제2호, 98~115쪽, 전체 17쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2014.11.30

영문 초록

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.

목차

ABSTRACT

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구설계

Ⅳ. 실증분석

Ⅴ. 결론

참고문헌

키워드

고객만족 구매행동 e-CRM(electronic Customer Relationship Management) Customer Satisfaction Purchasing