Intention to use mobile customer relationship management (mcrm) in hotel industry / Marzita Jamaluddin

Jamaluddin, Marzita (2013) Intention to use mobile customer relationship management (mcrm) in hotel industry / Marzita Jamaluddin. Degree thesis, Universiti Teknologi MARA Cawangan Kelantan.

Abstract

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.

Metadata

Item Type:	Thesis (Degree)
Creators:	Creators Email / ID Num. Jamaluddin, Marzita 2011583875
Contributors:	Contribution Name Email / ID Num. Thesis advisor Ismail, Mohammad UNSPECIFIED
Subjects:	H Social Sciences > HD Industries. Land use. Labor > Industry H Social Sciences > HF Commerce > Customer services. Customer relations T Technology > TX Home economics > Hospitality industry. Hotels, clubs, restaurants, etc. Food service
Divisions:	Universiti Teknologi MARA, Kelantan > Machang Campus > Faculty of Business and Management
Programme:	Bachelor of Business Administration (Hons) Marketing
Keywords:	Hotel Industry, Customer Relationship Management, Mobile Customer Relationship Management, Compatibility, Perceived Value, Perceived Trust, Perceived Risks, Mobile Technology
Date:	December 2013
URI:	https://ir.uitm.edu.my/id/eprint/38223