Effects and Determinants of Implementing Digital Customer Service Tools in Polish SMEs

The article aims to identify the effects and determinants of implementing digital customer service tools in Polish SMEs in terms of digital customer requirements. Quantitative research was conducted among Polish SMEs using a survey. The following statistical methods were used to analyze the survey data: Dunn’s post hoc tests, ANOVA Kruskal–Wallis test, Kendall’s rank correlation coefficient, and Multivariate Adaptive Regression Splines (MARSplines). Research results showed that Polish SMEs demonstrating better preparedness to serve digital customers achieve higher financial results, an increase in the rapidity and agility of customer service, increased customer satisfaction, and improved image. In addition, they gain sustainability benefits in the form of reduced emissions of hazardous substances or waste, recycling of waste, and reduced consumption of water, electricity, and other raw materials. The main determinants of digital transformation in customer service are the type of business (Polish Classification of Activities—PKD), the age of the company, and the educational level of its manager. The article contributes to promoting digitization among SME managers and motivates them to support customer service with digital tools. The identified effects and determinants provide practical guidance and encourage the implementation of digital technologies to meet the demands of digital customers. Using this approach, SMEs can increase their satisfaction and loyalty, resulting in better financial performance and improved competitiveness. This article identifies the economic and sustainability effects and determinants of implementing digital customer service tools in Polish SMEs in the context of digital customer requirements. This study has an original approach to the issue of digital transformation in the SME sector in Poland.