Intention to use mobile customer relationship management (mcrm) in hotel industry / Marzita Jamaluddin
Purpose – The purpose of this paper is to develop an understanding of the primary concerns of a customer when they use mobile CRM services and identify factors that can be used for making better mobile customer relationship management (mobile CRM) services in hotel industry. Design/Methodology/Appr...
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| Format: | Thesis |
| Language: | English |
| Published: |
2013
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| Subjects: | |
| Online Access: | http://ir.uitm.edu.my/id/eprint/38223/1/38223.pdf http://ir.uitm.edu.my/id/eprint/38223/ |
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| Summary: | Purpose – The purpose of this paper is to develop an understanding of the primary concerns of a customer when they use mobile CRM services and identify factors that can be used for making better mobile customer relationship management (mobile CRM) services in hotel industry.
Design/Methodology/Approach – A total of 108 respondents were participated in answering questionnaires.
Findings – The findings reveal that all hypothese were suppored and perceived trust is regarded as the most important intention to use mobile CRM in hotel industry. |
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