Managing the dynamics of customer behaviour in the rapidly emerging
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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.
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