Virtualization of Service Consumer Behavior in Poland – A Post-Pandemic Perspective

Kucharska Barbara () and Malinowska Mirosława ()
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Kucharska Barbara: Faculty of Economics, Department of Market and Consumption, University of Economics in Katowice, 1 Maja 47, 40-287 Katowice, Poland
Malinowska Mirosława: Faculty of Economics, Department of Market and Consumption, University of Economics in Katowice, 1 Maja 47, 40-287 Katowice, Poland

Marketing of Scientific and Research Organizations, 2024, vol. 53, issue 3, 98-118

Abstract: This article explores the impact of the COVID-19 pandemic on the virtualization of consumer behaviors in the Polish service sector, emphasizing shifts in service delivery mechanisms. The pandemic acted as a catalyst, accelerating the adoption of virtual solutions across various sectors including tourism, gastronomy, culture, education, and healthcare, as necessitated by social distancing and other restrictive measures. The article first outlines the integration of digital solutions into various service sectors, focusing on the impact of these technologies on consumer behaviors and service delivery. Next, utilizing an online survey conducted in November 2022 with a sample of 1,100 respondents, whose socio-demographic profile corresponds with that of Polish internet users (Ariadna panel), the study examines consumer perceptions and the effectiveness of digital transformations during the pandemic. The findings indicate a high appreciation among Polish consumers for virtual solutions that improved access to and use of services during restrictive periods. However, the continuation of these virtual engagements post-pandemic appears selective, with significant inclination towards solutions in administrative, food delivery, and telemedical services, while long-term engagement in virtual cultural services is less favored. This study underscores the dual role of necessity and technological advancement in reshaping consumer interactions with service sectors, suggesting a sustained yet selective future for virtual service consumption post-pandemic.

Keywords: virtualization; consumer behavior; services; post-pandemic; internet in providing services; wirtualizacja; zachowania konsumentów; usługi; post-pandemia; Internet w świadczeniu usług (search for similar items in EconPapers)
JEL-codes: D12 D18 (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:vrs:mosaro:v:53:y:2024:i:3:p:98-118:n:1006

DOI: 10.2478/minib-2024-0018

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