Abstract:

Enterprises are increasingly aware of the importance of information which is generated and shared, as well as duplicated by their customers. It is particulary in terms of information, which is an opinion about products and the level of service. From the enterprise's point of view, the strength of their impact on the market is important, and thus the impact on their competitive position. It should be noted that this impact has a dual nature. On the one hand, it allows to improve the offer and management method, on the other, it motivates to establish cooperation and/or actions in favor of the company its potential clients. Due to the high dynamics of contemporary economic reality, according to the author, it is necessary to conduct active activity in the enterprise and its external environment, focused on activating the clients' information activity. The aim of the article is to present the role, that opinions expressed and made public by clients, play in the functioning of enterprises. The aim is also to present the benefits that result from clients' information activation, the possibilities of this activation, as well as the threats resulting from the lack of action in this area. The paper will present and analyze the results of a survey conducted at the turn of July - October 2019 on a group of 275 people. The results of the participant observation and individual in-depth interviews will also be used. The study was conducted by sending an electronic survey form with a request for its dissemination, as well as distributing the forms among students of the Faculty of Management, at the Częstochowa University of Technology. A comparison of the results obtained in the survey with the results of the survey carried out by the author in 2018, related to the customer enterprise relationship, was also made.