Managing customer behaviour dynamics in the multi-channel e-business environment: Enhancing customer relationship capital in the global hotel industry

Managing the dynamics of customer behaviour in the rapidly emerging multi-channel e-business environment is complex. Establishing an enduring and profitable dialogue with a customer requires that online relationship management applications can accommodate the channel variety in the customer’s e-communications portfolio, including their buyer behaviour dynamics. With reference to the global hotel industry, this paper considers the impact of Internet multi-channel access on the customer decision-making process; how differences in buyer behaviour and loyalty level influence the relationship management process; and the implications of effectively managing buyer behaviour and the provision of multi-channel customer accessibility for competitive advantage.