Professional Documents
Culture Documents
BY
NURAL
TABLE OF CONTENTS
1 CHAPTER 1: INTRODUCTION
1.1
1.2
1.3
1.4
1.5
1.6
1.7
2.2
Definition of terms
2.1.1
eCRM
2.1.2
Critical success factors of eCRM
Organization of Study
3.2
3.3
3.4
3.5
3.6
3.7
3.8
3.9
3.10
3.11
Introduction
3.1.1
Variables
3.1.2
Independent variable
3.1.3
Dependent variable
Description of Instrument
Conceptual Framework
Research Approach
Research strategy
Data Collection Method
3.6.1
Primary Data
3.6.2
Secondary Data
Sampling strategy
Research Ethics
Reliability and Validity of Research
Reliability test
Validity
3.11.1 Face validity
3.11.2 Content Validity
1
3
7
8
9
9
10
10
10
10
11
12
12
14
14
14
14
18
20
20
20
20
20
21
23
24
25
27
27
34
35
36
37
37
38
38
39
3.12
3.13
Time frame
Conclusion of the chapter
39
39
41
4.1
4.2
Introduction
41
Descriptive analyse
42
4.2.1
Characteristics of the Respondents
42
4.2.2
Frequency of respondents toward Technological Factors in
Success of E-CRM program
47
4.2.3
Frequency of respondents toward Organizational Factors in
Success of e-CRM program
49
4.2.4
Frequency of respondents toward Organizational Factors in
Success of e-CRM program
51
4.2.5
Descriptive statistics report (characteristic part)
52
4.3
Inferential statistic
53
4.3.1
Testing hypothesis
53
5 CHAPTER FIVE : DISCUSSION
5.1
5.2
5.3
5.4
5.5
56
Introduction
Discussion
Implication
Limitations
Future Research Needs
56
56
56
56
56
6 REFRENCES
57
1
1.1
CHAPTER 1: INTRODUCTION
With the increasing competitive pressure and the dynamic nature of the global business
environment, many organizations are shifting from product-focused strategy to
consumer-focused strategy. In the late 1990s, internet had changed the physical retail
space or the brick-and-mortar business model (Smith, 2006). The onset of the Webbased communications had changed the way a business was conducted as well as the
way in which a business communicates with its customers. With the availability of the
internet, the customers are becoming more aware and knowledgeable of the various
opportunities available to them. The internet has enabled the customers to have an easy
access to new products as well as make comparison between the products. Customer
3
retention and loyalty have posed as challenges to the majority of the organizations as
there is an increase in competition (Uwagwuna, 2011). The customers can easily switch
to another organization by a click of the mouse.
eCRM can help to smoothen customer-related business processes via internet as well as
reduce costs of interfacing with customers drastically while achieving the primary goal
of CRM which is enhance customers experience (Uwagwuna, 2011). Many
organizations have employed eCRM features into their web portals to increase customer
loyalty, retention and satisfaction level (Feinberg & Kadam, 2002). The features include
site customization, information for first time users, mailing list, e-mailing capability,
frequently asked questions (FAQ), chat rooms, ability to complain and bulletin board.
With the implementation of eCRM, both the investor and the customer can gain various
benefits from it. Among the benefits of eCRM implementation to the investors are it
helps the investors to track the customer behaviour, match the customer behaviour with
their offers, enable quick segmentation of customer database which makes marketing
cheaper, enhance relationship with the customers, increase customer satisfaction level as
well as retain the customers (Jackson, 2009). On the other hand, it is convenient for the
customers and they are able to receive quality services, short transaction and quick
processing, time (Market Pain, 2013).
The differences between CRM and eCRM are shown in Table 1.1.
Among the organizations that have adopted eCRM in Malaysia are the Malaysian
Budget Airlines. As at April 2013, there are 4 budget airlines in Malaysia namely
AirAsia Sdn. Bhd., MASwings Sdn. Bhd., FlyFirefly Sdn. Bhd. and Malindo Air.
AirAsia is the first budget airline in Malaysia. It was founded in 1993. This is followed
by Firefly and MASwings which were founded in 2007 and the new entrant Malindo Air
founded in 2012. eCRM is an important feature for these three budget airlines as they
depend heavily on the internet for their sales. eCRM plays an important role for these
three airlines to attract new customers and retain customers from all around the world.
There is an increasing competition in the Budget Airlines Industry. Thus, it is necessary
to strengthen their relationships with the customers and the best way to achieve this goal
is through the internet.
1.2
Research Problem
The emergence of new budget airlines in Asia, Scoot Pte. Ltd which commenced its
operation in June 2012 has posed a challenge to Malaysian budget airlines. In addition,
Malaysian budget airlines are facing challenges from other existing budget airlines like
Jetstar Asia Airways, Tiger Airways, Lion Air and Mandala Airlines as well as other
7
full-service international airlines like Singapore Airlines, Thai Airways and Philippines
Airlines. Malaysian budget airlines also face stiff competition from MAS, Malaysias
national carrier.
Both the budget airlines and full-service airlines have to compete with each other and
among themselves. The customers have a variety of choices since there are many
airlines available now. In addition, the customers are able to compare the prices of the
tickets through the internet. All the information that the customers need regarding the
airlines can be easily found on the web. Two out of four of the Malaysian budget airlines
have some similar destinations as the newly established Scoot Ptd Ltd. For instance,
both AirAsia and Scoot Ptd. Ltd. fly to Bangkok, Gold Coast, Sydney, Seoul, Taipei and
Tokyo (Appendix 1 and 2). On the other hand, Malindo Air plans to fly to Bangkok in
the near future (Appendix 3). In order to survive in this competitive aviation industry,
Malaysian budget airlines have to find ways to attract new customers as well as retain
their old customers. eCRM is the best option to achieve these goals.
Therefore, in this study, the author wishes to find out the factors that influence the
eCRM of Malaysian budget airlines and further strengthens eCRM of Malaysian budget
airlines with the findings of the research.
1.3
Research Objectives
RO1: To analyse the factors that influence the success of eCRM program in budget
airlines industry
8
RO3:To analyse how the eCRM of budget airlines industry can be further improved to
enhance customer service and satisfaction.
RO4: To develop a conceptual framework integrating factors that influences the success
of eCRM program and its effect on customer service and satisfaction in the budget
airlines industry.
1.4
1.4.1
To the researcher
This study can help the researcher to gain a better understanding regarding the factors
that influences the success of eCRM program in Malaysian budget airlines. In addition,
the researcher will be able to find out what is the effective eCRM to attract new
customers as well as retain the old customers. This knowledge will be very useful for the
researcher to manage his own organization in future.
1.4.2
This study helps Malaysian budget airlines to evaluate the effectiveness of its current
eCRM in attracting new customers and in retaining its old customers. Upon completion
of this study, Malaysian budget airlines can further improve their eCRM to enhance
customer satisfaction level as well as to promote customer loyalty by overcoming its
weaknesses and strengthening its strengths.
1.4.3
To the respondents
Through this study, the respondents are able to gain a better insight of their organization.
In addition, this study can help to create awareness among the respondents regarding the
roles that they can play to make eCRM a success.
1.4.4
This study can serve as a reference to other budget airlines on how they can improve
their eCRM to obtain competitive advantage over their competitors.
1.4.5
This research can be used as a guideline for other airlines in the aviation industry to
improve their eCRM.
10
1.5
As such, it is essential to carry out this research to analyze the factors that contributes to
the success of eCRM program in Malaysian budget airlines. By analyzing these factors,
the researcher hopes to give suggestions to improve on the eCRM of Malaysian budget
airlines. Strengthening the eCRM of Malaysian budget airlines can help to enhance the
customer services and satisfaction. eCRM needs to be managed well in order to achieve
the goals of the organization.
11
marketing. Besides, the knowledge obtained from this research can be used by the
researcher to improve the management of his organization in the future.
1.6
Research questions
RQ1: What is the connection between the technological factors and the success of
eCRM program in the budget airlines industry?
RQ2: What is the connection between the organizational factors and the success of
eCRM program in the budget airlines industry?
1.7
This study is conducted to examine the factors that influence the success of eCRM
program in Malaysian budget airlines. In particular, this study will analyze:-
a. The connection between the technological factor and the success of eCRM program
in the budget airlines industry.
b. The connection between the organizational factor and the success of eCRM
program in the budget airlines industry
12
However, this research has several limitations. First of all, this research only covers one
budget airline, which is AirAsia. There are 118 low-cost airlines in the world with 4
located in Malaysia (Discount Air Fares, 2013).
Another limitation of this research is the questionnaire will be distributed to 100 staffs of
AirAsia at Senai International Airport. There are 8119 staffs in AirAsia Sdn. Bhd.
(EMIS, 2012). The number of respondents in this study is limited.
Next, this research only covers two factors that influence the success of eCRM in budget
airlines industry. The two factors that will be studied are technological factor and
organizational factor. There are many critical success factors of eCRM as proposed by
various authors. These factors are shown in Table 2.
13
2.1
Definition of terms
2.1.1
eCRM
2.1.2
2.1.2.1 The critical success factors of eCRM that are proposed by several
researchers are as follows:-
14
15
2.1.2.2
a. Technological factor
I.
Relative advantage which refers to the degree to which the technology of eCRM
develops customer information that leads to improved customer service. It also
refers to how CRM technology will bring benefits to the organization when
competing with other organizations (Kittipong,2008).
II.
III.
IV.
V.
b. Organizational factor
16
I.
II.
III.
IV.
V.
Top management support refers to the degree to which the top management
understands an activity in the organization and is involved in the activity (Lee,
2012).
VI.
17
VII.
2.2
Organization of Study
This study conducted on the factors that influence the success of eCRM program in
budget airlines industry is divided into 5 chapters stated below along with other basic
components of dissertation such as abstract, acknowledgement, table of content, list of
figures and tables, reference list, and appendices:
Chapter 1
This chapter introduces how CRM evolves into eCRM and the differences between
CRM and eCRM. Chapter 1 also discusses the number of budget airlines in Malaysia
and a short introduction on these budget airlines. In addition, this chapter also includes
the research problem, research objectives, significances of this research, rationale of the
study, research questions, scope of the study and definition of terms.
Chapter 2
Chapter 2 will focus upon the views of various scholars concerning the success criteria
of eCRM. In addition, this chapter will discuss various research frameworks by different
authors that was used to explore critical success factors of eCRM. Lastly, this chapter
18
includes evaluation of key studies, gaps in the literature and the usefulness of the past
researches.
Chapter 3
The third chapter is the methodology part of the paper that encompass the research
purpose, research philosophy, research approach, research approach, project plan and
timing, research methods, data analysis, data quality (reliability and validity) and ethical
consideration applied during collection of data.
Chapter 4
Fourth chapter will conclude the results drawn from data analysis and discuss on these
results.
Chapter 5
Chapter 5 reflects the research objectives. This chapter also includes recommendations
for the budget airlines which can help to further improve their eCRM, limitations of the
research and suggestions for further research.
19
3
3.1
Introduction
3.1.1
Variables
Two independent and one dependent variables have investigated in this research, which
has explained as following.
3.1.2
Independent variable
3.1.3
Dependent variable
20
Three set of questionnaire have developed to measure variables of the study which is
shows un table below:
21
Strongly
agree
Agree
Neither
agree
Disagree
Strongly
disagree
1
17
3.3
Conceptual Framework
23
Technological Factors
1.
2.
3.
4.
5.
1.
2.
3.
4.
5.
6.
7.
Organizational Factors
Firm size
Organizational structure and culture
Organizational strategy
Top management support
IT knowledge
Knowledge management capabilities
Financial resources
Research Approach
The research approach is the technique which is utilized to respond to the research
questions while the appropriate selection of research approach depends on the main
purpose of the research (Goddard, Melville and Goddard 2004). It is observed that
mainly three types of research approach used for conducting the research which include
explanatory approach, descriptive approach and exploratory approach (Dawson, 2002).
The writer chose the explanatory research in order to conduct this research and to
achieve the research objectives. It is chosen as it provides the explanation for the nature
of relationships that exist between the variables. For instance, the relationship between
the critical success factors of eCRM and the success of eCRM program in Malaysian
budget airlines industry. In addition, it attempts to build as well as detailed the theories
24
and principles related to research study (Dawson, 2002; Goddard, Melville, & Goddard,
2004). Dawson (2002) stated that explanatory research strives to build theories that
explain and predict social and natural events. Furthermore, the explanatory research can
help to answer the question why
Exploratory research is not chosen because the purpose of the exploratory research is to
gain familiarity with a phenomenon. Exploratory research aims to find out how people
get along in the setting under question. It does not explicit expectations unlike
explanatory research.
3.5
Research strategy
a.
There are different research strategies that are used to conduct a research
25
The quantitative research strategy is done by carrying out multiple regression analysis
and random sampling. The quantitative research strategy is chosen as it enables the
researcher to measure and analyze the collected data. In addition, the quantitative
research strategy allows the connection between the dependent and independent variable
to be studied. Quantitative research also helps to summarize the data and allows the
researcher to analyze as well as to compare with other similar studies. It is possible to
clarify question meaning for respondents based on the response choices. Besides,
quantitative research involves fewer variables and hence the results are more accurate
and objective. Quantitative research can help to eliminate bias also. It can eliminate
irrelevant or confused answers to questions,therefore obtain a more accurate conclusions
compared to qualitative research strategy. In other words, it filters out all the external
factors and provides real results. Quantitative research in the form of close ended
questionnaires is quicker and easier for the participants to answer. Finally, quantitative
research is chosen as it helps to finalize results and can help the researcher to prove his
hypothesis as it has the ability to measure data via statistics.
26
3.6
The data collection method emphasizes on the collection of the data by using a variety of
primary and secondary sources of information. It is considered an optimal way to gather
information, in order to keep the information on record and in decision-making,
contiguous to the issues existing in the considered research (Khanzode, 2004). On the
other hand, the data collection for this research study deals with general data collection
method; therefore, primary and secondary data collection for the research is illustrated as
follows (Goddard, Melville, & Goddard, 2004):
3.6.1
Primary Data
According to Ranjit Kumar (2005) primary sources are original document such as
diaries, letters, interviews, and speeches etc. which gives first hand contemporary
account written by individual who experience or witness an event. In this study, primary
data is collected through questionnaires.
3.6.1.1 Questionnaires
The questionnaires for this study consisted of two parts. The first part includes the open
ended questions and the second part includes the close ended questions.
3.6.1.1.1
Open-ended questionnaires
27
Close-ended questionnaires
The close-ended questionnaires are given to 100 employees of Malaysian budget airlines
industry at Senai International Airport, Johor Bahru. The employees are selected by
using stratified random sampling whereby the employees are divided into subgroups
according to their age groups, race and occupation.
a) In this study, the writer will conduct a survey on the employees who are
categorized according to the following age group:-
b) 21 to 55 years old
28
c) 21 to 55 years old consumers are chosen as this age group falls under the
working adult category. The majority of the employees of Malaysian budget
airlines industry falls under this age group. Hence, this age group is selected by
the writer.
In Malaysia, Malays and other indigenous make up 61.4%, Chinese 23.7%, Indians
7.1% and others 7.8% (WonderfulMalaysia, 2012). Therefore, the writer selects the
sample according to race as in Figure 3.2.
21-55years old
No of Malay participants
63
No. of Chinese
28
participants
No. of Indian participants
Total no of participants
9
100
The participants include 7 Malay CEOs, 4 Chinese CEOs, 1 Indian CEO, 7 Malay
managers, 3 Chinese managers, 1 Indian manager, 7 Malay supervisors, 3 Chinese
supervisors, 1 Indian supervisor, 7 Malay pilots, 3 Chinese pilots, 1 Indian pilot, 7
Malay stewardesses, 3 Chinese stewardesses, 1 Indian stewardesses, 7 Malay customer
care officers, 3 Chinese customer care officers, 1 Indian customer care officer, 7 Malay
licensed aircraft engineers, 3 Chinese licensed aircraft engineers, 1 Indian licensed
29
CEO
Manager
Supervisor
Pilot
Stewardess
Licensed
aircraft
engineer
7
Executive
Creative
designer
Customer
care
officer
7
No. of Malay
participants
No. of Chinese
participants
No. of Indian
participants
Total no. of
participants
12
11
11
11
11
11
11
11
11
Agree
Disagree
Strongly disagree
factors, organizational factors and the success of eCRM program in Malaysian budget
airlines industry.
3.6.1.1.2
There are 32 questions in the questionnaires for the employees of Malaysian budget
airlines in order to prove the 2 hypotheses that are stated in Chapter 1. They are as
follows:
31
1
To measure Independent Variable Technological Factors in Success of
eCRM program
1 eCRM can be successfully implemented because it employs the latest
technology.
2 eCRM which has the relative advantage over its competitors in terms
of delivering accurate information to the customers is able to ensure
the success of eCRM implementation.
3 The compatibility of the eCRM to the organizations previous
experience and current requirements plays an important role in
ensuring the success of eCRM implementation.
4 An innovation that meets the needs of the customers play an important
role in determining the success of eCRM implementation.
5 eCRM is adopted well if it is compatible with individuals job
responsibility.
6 eCRM is adopted well if it is compatible with individuals value
system.
7 eCRM can be successfully adopted if it is easy to use and understand.
8 The availability of trial in eCRM enables the organization to
familiarise each of the optional and this ensures the success of eCRM
implementation.
9 Triability helps to boost confidence among the adopters and this plays
an important role in ensuring the success of eCRM implementation.
10 The positive outcomes of eCRM employment in other organizations
can help to reduce uncertainties among new adopters.
To measure Independent Variable Organizational Factors in Success of
eCRM program
11 The organization easily adopts eCRM due to its firm size.
12 Organization structure and culture influence the success of eCRM
implementation.
13 Customer-centric strategy can enhance customer satisfaction and
influences the success of eCRM.
14 Customer touch points can help the organization to understand the
customers lifestyle and thus enhances eCRM.
15 The support from the top management encourages the adoption of
eCRM among the customers.
32
16 The alignment of visions and goals of the organization can ensure the
Strongly
agree
Agree
Neither
agree
Disagree
Strongly
disagree
success of eCRM.
17 The success of eCRM depends on the employees who are equiped
with IT knowledge and skills.
18 Training can enhance the skills of the employees and ensure the
success of eCRM.
19 The ability to use knowledge management with technologies can
encourage the decision about strategies,product offering and how to
interact with the customers.
20 Financial resources influences the success of eCRM implementation.
To measure Dependent Variable the success of eCRM program
Do you think the airline which you are working with, eCRM is
successfully applied because
21 The organization employs the latest technology
22 of delivering accurate information to the customers
23 of innovation that meets the needs of the customers
24 it is easy to use and understand.
25 other organizations can help to reduce uncertainties among new
adopters.
26 of using Customer-centric strategy
27 the organization try to understand the customers lifestyle.
28 it is supported by the top management
29 of The alignment of visions and goals of the organization
30 the employees equipped with IT knowledge and skills.
31 of Financial resources
32 The organization employs the latest technology?
33
communication
A verbal consent will be obtained from the participants prior to distributing the
questionnaire. All participants are informed the study is on a voluntary basis and that the
information provided will be kept confidential.
3.6.2
Secondary Data
The secondary data is collected for the review of previous literature and for conducting
the background study for the research topic. The secondary data for the research study
is collected from authentic journal articles, newspaper publications, reports and books
(Goddard, Melville, & Goddard, 2004).
In order to find out information to about the factors that influence the success of eCRM
program, the writer used secondary sources obtained online. The key words used in the
search process are factors that influence eCRM and critical success factors of
eCRM.
3.5
The data analysis methods are those that are used to de-synthesize data to answer the
research questions (Goddard, Melville, & Goddard, 2004). The data analysis methods
are also utilized to break down research issue by using the collected data and
information. Usually, there are two types of data analysis methods including qualitative
and quantitative that are used in the research studies. In the qualitative data analysis, the
data are based on observation and interpretation of interview responses while in the
quantitative approach, the data are based on numerical measurements using survey data
acquired from the responses of participants (Dawson, 2002).
34
To conduct the research, quantitative analysis approach is used. The quantitative data
obtained from the questionnaires will be analysed by using SPSS 20.0. Results will be
shown in the form of tables.
Later, a report will be made based on the information obtained from the SPSS 20.0 and
secondary sources information.
In addition, the writer will examine whether the 2 hypotheses that have been formed in
Chapter 1 are accurate and a conclusion will be drawn.
3.7
Sampling strategy
The use of probability sampling enables every individual in the population to possess an
equal opportunity to be selected as a part of the sample. There are three types of
probability sampling named as random sampling, stratified sampling, and cluster
sampling (Singh, 2010). Random Sampling is obtained by selecting the consumers
randomly in which every participant has equal opportunity of being selected for the
study. Stratified Sampling permits the researcher to consider the subgroups of
participating consumers within the population. It represents the most accurate features of
the population within the same sample. Cluster Sampling is used by the researchers
when the organizations of the sample are a part of the group (Goddard, Melville, &
Goddard, 2004).
35
The sampling strategy selected for this study is stratified and random sampling. First of
all, the writer will identify the total number of employees in Malaysian budget airlines at
Senai International Airport, Johor Bahru. Later, the employees are subdivided according
to race, age group and occupation. The writer will select the employees randomly from
each subgroup as shown in Figure 3.3. A total of 100 employees will be selected
randomly to participate in the research.
3.8
Research Ethics
The research ethics refers to the implementation of several ethical principles that are
used for the safeguarding of the rights of the research participants (Goddard, Melville
and Goddard 2004).Therefore, this research is conducted after giving strong
considerations of the several ethical principles to deal with the ethical issues concerning
voluntary participation, informed consent, confidentiality, plagiarism, validity, and
reliability. However, in this research, it is ascertained that every member of the research
is participated voluntarily and research will be made and survey will be conducted with
complete authorization. However, proper citation and referencing of research material is
performed in order to avoid plagiarism issue within the research study (Dawson, 2002).
The actual name of the budget airlines are not revealed and the term Malaysian budget
airlines are used. This is a measure to safeguard the privacy and integrity of the budget
airlines concern.
36
3.9
The research is reliable and valid because it employs quantitative approach whereby it
can eliminate irrelevant or confused answers to questions. It filters out all the external
factors and provides real results. Therefore, the writer is able to obtain more accurate
conclusions compared to qualitative research strategy.
The data is reliable also because the information to be obtained from the participants is
tested using regression analysis, which is being analyzed critically under the light of
previous studies. The findings gathered from the employees of Malaysian budget airlines
are critically analyzed and the validity of such information is compared with the
information obtained from the findings of the previous studies.
Alternatively, it can be said that the research is valid and reliable based on the data and
information being gathered along with the interpretation. The data and information
provided are meeting the research aims and objectives while answering the research
questions.
3.10
Reliability test
To determine the reliability of the instrument, the questionnaires were tested using
Cronbach's alpha. The result of the pre-test and actual test is shown in tables below:
Variables
Cronbach's Alpha
actual test
Variables
Organizational Factor
Cronbach's Alpha
actual test
.848
Technological Factor
10
.712
.765
Success of E- CRM
12
.742
.819
As the table shows, Alpha value for all variable ranged from .712 to .848 which is
acceptable (Cronbach, 1951). Since the internal consistency is statistically significant, all
items of measurement are accepted for actual data collection. Accordingly, all of items
which is developed to measure three variables of study, meet the reliability criteria.
3.11 Validity
Validity means that the concept we are measuring is actually what we are measuring
rather than some other concepts. Validity of written is established through an exact
process of research and development verifying the measures characteristics and
usefulness (Thyer, 2009). There is two typs of validity ,which researches have to achive:
face validity and content validity.
Face validity assumes that when we look at the questionnaire the concepts intended and
is often dependent on the perception of the reviewer of the measurement instrument.
Face validity also refers to how the questionnaire looks and how a measure or procedure
appears. Asking items should be reasonable to gain the information and have to be easy
38
to understand it means the sentences structure and the vocabulary used must be suitable
for respondents to their level of understanding (Thyer, 2009). In this study, to insure that
all items are fully understanding by respondents, pre test was done.
Content validity, which includes elements of face validity is refers to evaluation items of
measure to determine if they are representative perception that the measure seeks to
examine (Thyer, 2009).
3.12
Time frame
It can be concluded that the research methodology created for the research study can
enable the writer to conduct the study by using the most appropriate tools. Using these
effective tools selected in this chapter, the writer can obtain the results and findings of the
study that are presented in the next chapter.
39
40
4
4.1
Introduction
This chapter has contained finding and results of the study include of descriptive
analyses, interpret demographics information of participants, preliminary analyses of the
data, and the statistical analyzes used to answer the research questions. This chapter
organized into three sections: (1) characteristic of respondents, (2) descriptive analyze
and (3) inferential analyses.
During data collection, 100 employees of Malaysian budget airlines industry at Senai
International Airport, Johor Bahru have asked to respond the questionnaire.
Total
Number of send
questionnaire
100
Number of received
questionnaire
100
100
100
41
4.2
Descriptive analyse
4.2.1
In the first section of this chapter, characteristics of the respondents in term of gender,
age, race and occupation have discussed. All of characteristics of the respondents have
measured at nominal data level (The nominal level of measurement is the lowest level
out of four ways to characterize data: Nominal, Ordinal, Interval, and ratio Nominal.
Nominal level means that data we name data to remember what this level is all about.
Nominal data deals with names, categories, or labels).
42
Categories
Frequency
Percentages
Female
Male
46
54
46.0
54.0
21-32
42
42.0
33-44
51
51.0
45-55
7.0
Malay
63
63.0
Chinese
28
28.0
Indian
9.0
CEO
12
12.0
Manager
11
11.0
Supervisor
11
11.0
Pilot
Executive
Creative
designer
Customer care officer
Licensed aircraft engineer
Executive
Creative designer
11
11
11.0
11.0
11
11
11
11
11.0
11.0
11.0
11.0
Gender
Age
Race
Occupation
As table shows the proportion of female was 46% and proportion of male was 54 %. The
numbers of female respondents were 46 individuals, and male were 54 individuals. It
shows the majority of respondents were male and the less than half of respondents were
female.
43
From the category of age position, slightly more than half of respondents have 33-44
years old (51%), following 42% were between 22-33 years old, and have 7% were
between 45-55 years old.
Gender
Age
Race
Occupation
Valid N
(listwise)
N
100
100
100
100
100
Range
1.00
2.00
2.00
8.00
Sum
154.00
165.00
146.00
496.00
44
Mean
1.5400
1.6500
1.4600
4.9600
Std.
Deviation Variance
.50091
.251
.60927
.371
.65782
.433
2.61279
6.827
45
46
4.2.2
CRM program
Items
Std.
Deviation
22
47
30
4.1
.74
19
31
29
20
3.5
1.04
15
31
27
18
3.3
1.19
22
46
23
3.8
.91
24
42
28
3.9
.90
23
41
27
3.8
.99
12
32
37
15
3.5
1.019
15
26
40
15
3.5
1.048
47
14
35
30
21
3.6
.976
28
31
26
3.8
.919
*five-Lykert scales from (1: strongly disagree, 2: agree, 3: somehow agree, 4: disagree
and 5: strongly agree )
*Number of respondents:100
According to table above, majority of respondents have believed that eCRM can be
successfully implemented if the organization meet the criteria of technological factors
(mean ranged from 3.3 to 4.1) mean shows that the majority of respondents were almost
agree with an idea that technological factors effect on eCRM to be successful.
Standard deviation value shows how much difference exists from the average or mean
value.
48
4.2.3
CRM program
Table 4.5. The percentage, mean and standard deviation of respondents
(variable 4: Organizational Factor)
Items
Frequency of respondents
1
2
3
4
5
Mean
Std.
Deviation
23
42
34
4.1
.78
30
36
31
3.9
.89
15
25
25
32
3.7
1.16
15
50
32
4.1
.76
25
36
36
4.1
.86
28
44
26
3.9
.79
33
36
25
3.8
.89
30
40
27
3.9
.83
49
eCRM.
The ability to use knowledge
management with technologies can
encourage the decision about
strategies,product offering and how to
interact with the customers.
22
45
29
.85
29
33
34
.94
*five-Lykert scales from (1: strongly disagree, 2: agree, 3: somehow agree, 4: disagree
and 5: strongly agree )
*Number of respondents:100
Recent table shows that majority of respondents have believed that eCRM can be
successfully implemented if the organization meet the criteria of technological factors
(mean ranged from 3.7 to 4.1) mean shows that the majority of respondents were almost
agree with an idea that organizational factors effect on eCRM to be successful.
50
4.2.4
CRM program
Table 4.6. The percentage, mean and standard deviation of respondents
(variable 4: Organizational Factor)
Items
Frequency of respondents
1
2
3
4
5
Mean
Std.
Deviation
23
48
28
4.1
.749
16
31
30
22
3.5
1.049
13
34
25
21
3.3
1.193
25
42
25
3.8
.914
26
42
29
3.9
.90
27
42
24
3.8
.995
10
34
36
16
3.5
1.019
it is supported
management
14
26
38
19
3.5
1.048
12
36
29
23
3.6
.976
40
29
26
3.8
.919
of Financial resources
4.1
.74968
3.5
1.04910
by
the
top
*five-Lykert scales from (1: strongly disagree, 2: agree, 3: somehow agree, 4: disagree
and 5: strongly agree ) *Number of respondents:100
51
4.2.5
Descriptive Statistics
N
100
Range
2.80
Mean
4
Std.
Deviation
.57
Technological factors of
Successful of E-CRM
100
2.90
3.7
.55
.310
Successful of E-CRM
100
3.00
3.7
.54
.301
Organizational factors of
Successful of E-CRM
Variance
.329
To know the level of agreement, the mean of all items of variables computed separately
which is shows in table above. Mean of variables scale shows that the level of
respondents agreement were high.
52
4.3
Inferential statistic
Pearson correlation was used to test the hypothesis of the study since it is a parametric
test that requires both variables (independent variable and dependent variable) to be
normally distributed.
For interpretation correlation it was referd to Guilford's rule of thumb, which interpreted
r-value as following: (Guilford, 1973) p.145
4.3.1
Testing hypothesis
4.3.1.1
HO1: There is no significant relationship between the technological factors and the
success of eCRM program.
H1: There is relationship between the technological factors and the success of eCRM
program.
53
The correlation between the technological factors and the success of eCRM program
was found to be statistically significant [ r (n:100) = .95, p=.00<.05].
These findings suggest that there is a strong positive relationship between the
technological factors and the success of eCRM program and it is statistically significant,
hence we accepted H1. The positive relationship indicated that if technological factors is
improved, E-CRM would be successful accordingly and vice versa.
Since the r-value (correlation value) is positive, it means technological factors associated
to the success of eCRM program directly. Nevertheless, according to Guilford's rule of
thumb, r-value (0.95) is between 0.90 and 1; it means there is very high correlation
between variables. P value (P=0.00<.005) also indicated that the correlation is
statistically significant.
4.3.1.2 Relationship between the organizational factors and the success of eCRM
program.
HO2: There is no significant relationship between the organizational factors and the
success of eCRM program.
H2: There is relationship between the organizational factors and the success of eCRM
program.
The correlation between the organizational factors and the success of eCRM
program was found to be statistically significant [r (n:100) = .54, p=.00<.05].
54
These findings suggest that there is a positive relationship between the organizational
factors and the success of eCRM program and it is statistically significant, hence we
accepted H2. The positive relationship indicated that if organizational factors is
improved, E-CRM would be successful accordingly and vice versa.
55
5.1
Introduction
5.2
Discussion
5.3
Implication
5.4
Limitations
5.5
56
REFRENCES
57