The conditions and trends of digital services development

Abstract

The chapter provides a comprehensive overview of the functioning of contemporary consumers and services within the digital landscape, emphasizing the transition from traditional marketing and classical market models to customer-oriented approaches in online environments. It examines the impact of rapid technological development, data-driven processes, and the emergence of the information society on the evolution of digital services. Particular attention is given to key technological trends, including e-commerce, e-banking, e-health, e-learning, cloud computing, the Internet of Things, blockchain, and artificial intelligence, as well as to the opportunities and risks associated with these transformations, such as disinformation and increasing uncertainty. The chapter argues that contemporary consumers operate in a complex, dynamic, and highly digitized environment, in which services are increasingly intangible, personalized, and data-driven. It concludes by linking these considerations to the research approach and presenting selected empirical findings related to the issues discussed.