Przesłanki i kierunek zmian komunikacji pomiędzy firmą i klientami w kontekście ewolucji postaw oraz rozwoju cyfrowych narzędzi komunikacyjnych
Premises and the direction of changes in communication between a company and its clients in the context of the evolution of attitudes and the developm

Summary/Abstract: Purpose The aim of the article is to show potential changes in the communication between a company and its clients in the context of information needs, the social attitudes of people and the development of digital communication tools. Methodology This paper consists of theoretical considerations concerning communication needs, social attitudes and digital communication tools, as well as some chosen study results. The conclusions from the discussion conducted during the conference “Time for growth 2011”, whose participants were both representatives of the scientific world and business practitioners, were presented together with the results of the surveys by questionnaire conducted during the conference. Findings The premises for cooperation between clients and companies based on the desire to raise the quality of life of local communities were also depicted in the study. What influences this cooperation is, on the one hand, the development of digital communication tools and, on the other hand, people’s attitudes proving the willingness to be involved in the exchange of knowledge and experience for the widely understood improvement of life conditions. Many fears and barriers are also perceived, especially concerning the intentions and honesty of companies. Research limitations/implications Both the surveys by questionnaire and the discussion were conducted among the participants of the conference, which was a limitation to this research. Originality The article indicates a possible direction of communication development and cooperation between companies and clients. The preferred media are communication solutions available on the Internet allowing for direct contacts, and simultaneously used by individuals of higher activity. The main motivating factor for clients is the conviction that they are able to contribute to the improvement of the quality, functionality and availability of products and services. Material bonuses may be interpreted negatively. The clients’ opinion on the sincerity of the intentions of the company is of great significance for any potential exchange of information and experience. However, it is generally assumed that companies initially fulfill their goals without perceiving their clients’ interest.

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