PROSUMERYZM AND CUSTOMER MIGRATION STRATEGY TO ONLINE CHANNEL – DO THEY HAVE SOMETHING IN COMMON?

Abstract

The aim of the article is to evaluate the possibilities of using prosumerism assumptions within the disadvantageous for clients variants of E-channel migration strategy. The author has attempted to demonstrate that the practice of respecting customers by leaving them at least a certain amount of freedom to decide and the possible involvement in certain areas of the service business can help to reduce the negative effects of E-channel migration strategy. The article presents the essence of prosumerism and one of its manifestations – price participation. The rest of article has pointed out the practical possibilities to adapt the theoretical assumptions for the increasingly popular strategy of e-channel migration strategy (strategy based on punishments and forced strategy).