| Summary: | Having witnessed the technological revolution that has taken place in the hospitality industry, the aim of this study is to encompass theoretical approaches used in customer behaviour research and to provide a comprehensive understanding of crucial aspects necessary for enhancing business-to-consumer (B2C)
relationships. A special emphasis was placed on technology-related and personality-related approaches, highlighting their importance in traveller decision making, as well as on Signalling theory, offering an underpinning for companies to improve their services. It is expected that this study will offer the basis for
a more exhaustive and multidisciplinary investigation, undoubtedly focusing on both customer and service elements. The review suggests that to maintain customers, a major focus should be put on signals, technology and personality-related issues at the beginning of the relationship.
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