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호텔기업의 인터넷 고객관계관리 접점과 고객인식과의 관계연구
성현선(Seong Hyeon Seon) 한국호텔외식관광경영학회 2004 호텔경영학연구 Vol.13 No.1
Increasing use of internet has made us pay more attention to the CRM(Customer Relationship Marketing) under the internet environment. This study traces the theoretical background of eCRM and analyses the influences of eCRM encounter factors to the customer`s perception factors. First of all, encounter factor of eCRM focused on the encounter currently used on internet and were classified into 3 categories using factor analysis. Cronbach`s alpa and correlation analysis about the result of factor analysis were also conducted. Structural Equation Modeling(SEM) was used to analyse the influence of each factor to the customer`s perception ; flow and satisfaction. In short, the study concluded that, first, hotel managers can strengthen the customer`s perception factor and enlarging potential marketing area through continuous attention to the internet environments. Secondly, it gives a tip for the hotel managers to approach to the customers more effectively through various eCRM encounter.