Title :
Verification for the Effectiveness of the Strategic E-customer Relationship Marketing Model by the Validity Analysis
Author :
Ko, Hong Seung ; Shikama, Tomoko ; Sai, Yuuhi ; Niho, Ken
Author_Institution :
Kyoto Coll. of Grad. Studies for Inf., Kyoto, Japan
Abstract :
In this paper we analyze the validity of their model. For a kickoff, we prove the reliability of obtained questionnaire data by using the internal consistency method and split-half reliability method. And then, we will evaluate the validity of this model by the nomological validity method and the causality analysis for verifying the practicality and the effectiveness of the e-marketing process model.
Keywords :
electronic commerce; marketing data processing; causality analysis; internal consistency method; nomological validity method; split-half reliability method; strategic e-customer relationship marketing model; validity analysis; Analytical models; Companies; Correlation; Data models; Electronic mail; Internet; Reliability; communication tool; e-CRM model; e-customer retention; e-marketing strategy; validity analysis;
Conference_Titel :
Computers, Networks, Systems and Industrial Engineering (CNSI), 2011 First ACIS/JNU International Conference on
Conference_Location :
Jeju Island
Print_ISBN :
978-1-4577-0180-1
DOI :
10.1109/CNSI.2011.105
