Krawczyk-Sokołowska Izabela, Caputa Wiesława
University of Technology, Faculty of Management, Częstochowa, Poland.
WSB University in Poznań Poland, Scientific Institute of Finance and Accounting, Poland.
Technol Forecast Soc Change. 2023 May;190:122430. doi: 10.1016/j.techfore.2023.122430. Epub 2023 Mar 3.
The COVID 19 pandemic, by forcing the need to establish and develop relationships via the network, has significantly accelerated the process of digital transformation. For most enterprises, this means the need to change their business model. The basis for each model is subjectively defined customer value. This value is both the input and output of the whole process of building sustainable and profitable relationships with customers. It is believed that in the environment dominated by modern technologies based on the use of the network potential, the value of these relationships reflected in the dually estimated customer value is linked to the awareness of the network potential and the ability to use it. On the basis of the analysis of the purchasing process in the e-commerce industry in Poland and the research, among others, carried out by banks and other scientific centers or institutions dealing with cybersecurity, it is demonstrated that the awareness of the network potential ought to be assessed not only through the prism of benefits that connect both parties with establishing and developing the relationship, but also threats arising from the need to use online mediated relationships. It is believed that the use of the potential of virtual space, in which the customer moves, is determined by the awareness of the network potential, the integral component of which is the awareness of security of establishing, maintaining, and developing relationships. This factor, being directly linked to the risk of the relationship, does and will have a significant impact on the process of creating customer relations in the future and thus the company's value.
新冠疫情迫使人们需要通过网络建立和发展关系，从而显著加速了数字化转型进程。对大多数企业来说，这意味着需要改变其商业模式。每种模式的基础是主观定义的客户价值。这种价值既是与客户建立可持续盈利关系的整个过程的输入，也是输出。人们认为，在以利用网络潜力为基础的现代技术主导的环境中，以双重评估的客户价值体现的这些关系的价值与网络潜力意识及利用能力相关。基于对波兰电子商务行业采购流程的分析以及银行和其他处理网络安全的科学中心或机构所开展的研究等，结果表明，网络潜力意识不仅应通过连接双方建立和发展关系的益处这一视角来评估，还应通过因使用在线中介关系而产生的威胁来评估。人们认为，客户所处虚拟空间潜力的利用取决于网络潜力意识，其中不可或缺的一部分是对建立、维护和发展关系的安全性的意识。这一因素与关系风险直接相关，过去和现在都对未来建立客户关系的过程以及公司价值产生重大影响。
