Abstract:

The use of Internet in commercial and private activities allowed for the modification of the approach to consumer needs in the activities of the state and its authorities. It influenced the formation of products, strengthening the role of the customer in shaping them. Ph. Kotler described these changes as a transformation from Marketing 1.0 (resulting from the industrial revolution), through Marketing 2.0 based on the Internet and information technology, to Marketing 3.0 - co-creating of products by customers using new wave technology[1]. A new look at the use of marketing tools in the system characteristic for services - 5P (product, place, promotion, price, personnel) assumes a re-evaluation of consumer behaviour from buying a product available on the market to influencing the world through coexistence in a group, society. For this purpose, customers use social media, blogs, tweets, and other ways to publicly express their opinion, evaluate products or services. This model inevitably leads to the need to build trust between service providers and their recipients, based on respect for both parties. This phenomenon also applies to public services and their electronic versions.