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The Implementation of New Technologies in Customer Value Management—A Sustainable Development Perspective

Author

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  • Michał Kucia

    (Department of Market and Consumption, College of Economics, University of Economics in Katowice, 40-287 Katowice, Poland)

  • Grzegorz Hajduk

    (Department of Marketing and Entrepreneurship, University of Rzeszow, 35-601 Rzeszow, Poland)

  • Grzegorz Mazurek

    (Department of Marketing, Kozminski University, 03-301 Warsaw, Poland)

  • Nina Kotula

    (Department of Marketing, Kozminski University, 03-301 Warsaw, Poland)

Abstract

The constant development of information and communication technologies (ICT) has led to numerous social and economic changes. In this article, we aimed to identify the framework of use of new technologies in the process of customer value management from the perspective of sustainable development in the context of the concept of the engaged customer. The research objective involves an empirical verification of the forms of customer engagement from the point of view of the utilisation of ICT. To discover and explore the patterns that follow, research based on quantitative methods was carried out. The study was conducted with a sample of 1134 individual respondents from Poland, which is one of the biggest and fastest growing e-market in Europe. The findings prove that in the process of customer value management, informal communication, both offline and online plays a critical role. From the perspective of business practice, a company should stimulate customer engagement by making use of the online environment, thus gaining greater control over the entire process of co-creation of value for both customers and itself. Taking advantage of ICT in the process of customer value management is highly relevant and much desired during the time of the Coronavirus Disease 2019 (COVID-19) pandemic.

Suggested Citation

  • Michał Kucia & Grzegorz Hajduk & Grzegorz Mazurek & Nina Kotula, 2021. "The Implementation of New Technologies in Customer Value Management—A Sustainable Development Perspective," Sustainability, MDPI, vol. 13(2), pages 1-16, January.
    • Handle: RePEc:gam:jsusta:v:13:y:2021:i:2:p:469-:d:475564
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    Cited by:

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    3. Grzegorz Maciejewski & Mirosława Malinowska & Barbara Kucharska & Michał Kucia & Beata Kolny, 2021. "Sustainable Development as a Factor Differentiating Consumer Behavior: The Case of Poland," European Research Studies Journal, European Research Studies Journal, vol. 0(3), pages 934-948.
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