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The Use of Digital Communication Channels by Polish Consumers – Changes Caused by the Pandemic

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  • Szwajca Danuta

    (Silesian University of Technology, Faculty of Organization and Management, Gliwice, POLAND)

Abstract

In the new reality caused by the coronavirus disease 2019 (COVID-19) pandemic, consumers had to face many challenges, primarily the need to make purchases remotely. Consequently, consumers have been forced to use digital communication channels more often, and many have been forced to use these channels for the first time. The aim of the article is to answer the following question: How did the pandemic affect the preferences of Polish consumers with regard to the use of digital communication and service channels? The article also indicates the requirements and expectations of consumers with regard to digital service channels after the pandemic. The research methodology was based on a critical analysis of the literature, secondary data analysis, and deductive reasoning. The main conclusion from the conducted research is the statement that the pandemic did not significantly change the preferences of Polish consumers regarding the use of digital communication and service channels.

Suggested Citation

  • Szwajca Danuta, 2022. "The Use of Digital Communication Channels by Polish Consumers – Changes Caused by the Pandemic," Foundations of Management, Sciendo, vol. 14(1), pages 37-50, January.
    • Handle: RePEc:vrs:founma:v:14:y:2022:i:1:p:37-50:n:2
    DOI: 10.2478/fman-2022-0003
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    References listed on IDEAS

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    More about this item

    Keywords

    digital communication channels; digital competences; consumer behavior; COVID-19 pandemic;
    All these keywords.

    JEL classification:

    • L14 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance - - - Transactional Relationships; Contracts and Reputation
    • L25 - Industrial Organization - - Firm Objectives, Organization, and Behavior - - - Firm Performance
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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