Wirtualizacja obsługi klienta w handlu detalicznym – perspektywa przedsiębiorstwa i klienta
Customer Service’s Virtualization in Retail Trade – Company and Customer’s Perspective

Summary/Abstract: The purpose of this article is to identify the possibilities of customer service virtualization in retail trade, presentation of selected solutions in this area and recognition of customer behavior in the field of customer service virtualization. To achieve the purpose of the article, secondary sources of information (mainly retail report) and the results of direct research were used (the questionnaire distributed among the representatives of the Y generation). Virtualization takes place at various stages of the customer service process and serves to implement transactions and build relationships with clients. The research shows that virtualization of the basic elements of customer service is the most important for the representatives of the Generation Y, and they most often use these solutions.

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