Managing the dynamics of customer behaviour in the rapidly emerging multichannel eBusiness 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 eCommunications portfolio including their buyer behaviour dynamics. With reference to the hotel industry, this paper considers (a) the impact of Internet multichannel access on the customer decision making process; (b) how differences in buyer behaviour and loyalty level influence the relationship management process; and (c) the implications of effectively managing buyer behaviour and the provision of multichannel customer accessibility for competitive advantage.
Louvieris, Panos; Driver, John; and Powell-Perry, Jan, "Managing Customer Behaviour in the Multichannel e-Business Environment" (2001). ICEB 2001 Proceedings. 22.