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Measuring Electronic Customer Relationship Management System of Hotel Sector in Thailand: An Empirical Study of the DeLone and McLean Success Model |
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| รหัสดีโอไอ | |
| Title | Measuring Electronic Customer Relationship Management System of Hotel Sector in Thailand: An Empirical Study of the DeLone and McLean Success Model |
| Creator | Wasin Liampreecha |
| Contributor | Wimmala Pongpaew, Woradech Na Krom |
| Publisher | คณะบริหารธุรกิจ เศรษฐศาสตร์และการสื่อสาร มหาวิทยาลัยนเรศวร |
| Publication Year | 2561 |
| Keyword | Electronic Customer Relationship Management, DeLone and McLean Model, Hotel |
| Abstract | Current information technology integration into business systems is now almost essential to survival. Systems need to be able to adapt and manage the technology properly. But because of the rapid changes of technology, as a result, it is necessary to study the effectiveness of information technology at all times to meet the response of service users appropriately. This paper proposes and empirically assesses Electronic Customer Relationship Management (eCRM) systems in the hotel sector of Thailand, applying the updated DeLone and McLean IS Success model. This is derived through an analysis of current practices of eCRM and review of IS success literature. The sample includes 241 users who used eCRM Systems in hotels from five provinces in the northern part of Thailand. This research is an integrated analysis, using questionnaires for collecting data. Results show strongly direct associations among system quality, information quality, service quality, user satisfaction and service performance which are the variables in the updated DeLone and McLean IS success model from initial correlation analysis. Subsequent regression analyses confirm these associations. Additionally, over and beyond the effects of dependability on success of the hotel sector, it also helps practitioners and managers gain deep insights into how to implement eCRM successfully. |
| Language | ENG |
| URL Website | http://www.bec.nu.ac.th/becic2018/ |
| Website title | BECIC2018 |
