Virtualization of Service Consumer Behavior in Poland – A Post-Pandemic Perspective

Utilizing online information sources:

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  websites and social media accounts of dining establishments: detailed information on menu ingredients, culinary recipes, promotions, events, contact methods, directions (maps), parking options, consumer reviews, expert culinary opinions, certifications and awards,

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  portals dedicated to gastronomic services and online comparison tools for dining offers,

Expressing opinions online:

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  reviews, comments, and photos of dishes posted by consumers on the establishment’s website and/or social media,

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  posting entries in a virtual guestbook,

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  engagement in service promotion (e.g., participating in voting on social media),

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  participation in online surveys,

Placing orders using advanced technologies:

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  online selection of seating location and dishes (without the time pressure sensed in physical venues), including options from virtual kitchens/outlets without physical premises,

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  ordering via a website, mobile app, or interactive kiosks while at the venue,

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  paying online,

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  customizing meal ingredients in a virtual order,

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  order tracking,

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  making use of one of the following solutions: purchasing directly via a website or mobile app of the venue; purchasing via an e-intermediary (who presents the offer, takes orders, and forwards them to the venue, which then delivers the order); or purchasing from an e-intermediary (who presents the offer, finalizes the transaction, and delivers the order directly to the consumer).

Travel planning – raising awareness of travel needs, enhancing the desire for and shaping expectations for travel using the Internet/mobile apps for information (details about destinations, tourist infrastructure, attractions, reviews from others), utilizing travel agency websites and tourist portals, leveraging information shared on social media, finding travel companions, sending requests for proposals, using online comparison tools for tourism, purchasing travel online, acquiring travel necessities,

“Getting there and back” – utilizing geolocation systems, spending travel time by using the Internet, using navigation to aid in reaching destinations, stimulating interest in visiting tourist spots along the way, communicating with fellow travelers, adjusting travel routes and gathering necessary travel information,

“The stay” – booking additional services, gathering information about additional offers, maintaining contact with others online (sharing impressions and information), posting travel updates during the journey, gaining assistance with solving urgent issues,

“Travel summary” – sharing reflections and reviews online (via social media, discussion forums, and tourist portals, keeping a personal travel blog), archiving memories captured in digital photos on computer disks/external memories, collecting photos in virtual reality using photo cataloging services, participating in online surveys, recommending tourist spots/services, exploring the options for one’s own online activity,

“Virtual journeys” – virtual flight simulations, virtual tours of booked hotels / facilities / cities / countries.

Services accessed remotely - streaming cultural events, concerts via video services, online discos, performances on video services, VOD platforms, apps for accessing online gallery and museum spaces (e.g., DailyArt).

Services accessed in physical space: digital micro-narratives about specific events, narrative storytelling (e.g., narrative museums), digital replicas of paintings, sculptures, photographs, books, interactive exhibitions, virtual and interactive guides to locations, multimedia kiosks, 3D mapping; spaces with a three-dimensional electronic environment – parallel spaces where time and physicality can take on new meanings (e.g., CAVE space); HMD helmets – deep immersion through isolation from external real-world stimuli, negating physical space.

Modes of education and further training – the capacity to access educational services online via school and extra-curricular frameworks using new information and communication technologies (ICTs) enabling remote access to educational materials and communication (e.g., fully remote courses and programs, including receiving diplomas/certificates), self-education using selected electronic tools, audiovisual materials, and traditional methods, education employing modern ICTs and devices allowing for their better use (desktop computers, laptops, notebooks, tablets, graphic cards, mobile phones, PDAs (Personal Digital Assistants), and smart TVs), real-time discussions and interactions with teachers/lecturers,

Online educational service solutions - blended learning, mobile learning, harnessing augmented reality, artificial intelligence, machine learning, MOOCs (Massive Open Online Courses accessible to an unlimited number of people), open educational resources, open databases, intelligent textbooks, personalized educational programs, popular information sources, social learning (acquiring individual professional, practical, and emotional skills through collaboration with other group members); gamification; synchronous and asynchronous learning utilizing artificial intelligence (e.g., ChatGPT).

The Internet as the first go-to source in seeking health information - often before accessing offline sources and prior to doctor visits; acquiring medical knowledge, preparing for doctor’s appointments, utilizing ICT while utilizing health services, Passive online behaviors – browsing health websites, receiving emails, receiving test results,

Active online behaviors – using messaging services, active participation in online forums and virtual communities – posting opinions, comments, blogging; purchasing medical services online, registering for medical services online (e-registration), utilizing health services online; inquiring about health issues, diseases, and their treatments, finding specialists, seeking reviews about doctors; comparing medical services on offer using search engines, medical pages on portals, or specialized medical portals,

Mobile apps: Monitoring health status and promoting a healthy lifestyle (e.g., calorie counting, logging physical activities, taking walks), alerts in life-threatening situations, self-monitoring (measuring blood sugar and pressure, monitoring breathing patterns, examining skin changes, hearing, throat, breasts, monitoring heart action and fetal movements), tracking medication intake and performing recommended exercises.

e-medical services:

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  based on doctor–patient relationships

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  monitoring patients’ health status, e-consultations (e-prescriptions, e-medical leave, e-referrals), using sensors to take the place of physical stethoscopes and allow remote examinations of ears/throat/skin changes, remote audio and video consultations.

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  services directly targeted to patients (online health accounts e.g., Internet Patient Accounts, medical information and educational portals, online pharmacies).