Measuring Success of Electronic Customer Relationship Management System Using Updated DeLone and McLean Model: An Empirical Study of Thai Hotel Industry

Abstract: Information technology integration into business systems is now almost essential to business survival. Systems must be able to adapt and manage the technology properly. Because of the rapid changes in technology, 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 using 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 samples include 241 users who used eCRM systems in hotels in five provinces in the northern Thailand. This research is an integrated analysis using online 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. Additionally, over and beyond the effects of dependability on success of the hotel sector, this research also helps practitioners and managers gain deep insights into how to implement eCRM successfully.