Applications of the Internet in customer value management processes in Poland in the light of the results of quantitative research.

New technologies that are applied in many areas of social and economic life, make the processes of creating, distributing and communicating value to customers continuously transform. It is also connected with redefining the roles performed by market entities, including producers, service providers, distributors and consumers. New technologies expand the possibilities of engaging the consumer in processes that have been conducted before only by companies. In this context, technology management is important. It translates into creating a spiral of values, in which what is possible in the field of new technologies will inspire what is indicated in the area of value management for the customer and vice versa. This is reflected in the concept of technological determinism, as well as in the ongoing changes in consumer behaviour and consumption virtualization. The aim of the paper is to present the scope of Internet applications in the processes of managing value for customers in Poland. The paper is based on literature studies and the results of a quantitative empirical study, which was performed on a sample of 156 companies operating on the Polish market. The research included people responsible for the use of the Internet in marketing or for maintaining contacts with customers with the use of new technologies. The analysis of the research results shows that the Internet is used to a greater extent to communicate and distribute value rather than to involve customers in its creation. [ABSTRACT FROM AUTHOR]