The potential of web awareness as a determinant of dually defined customer value

In the conditions of increasing demand barrier, the enterprise's basic capital is customers. From an enterprise point of view, this means the need to create a dual perceived and defined customer value which remains related to market value (income and development potential) and customer resource value (reference, information and cooperative potential). The progressing digitisation process transfers business processes, and thus relationships, into virtual space. We identify customers consumers' behaviour in virtual space and the goals they connect with participation in relational networks. We believe that the use of the potential of the virtual space in which the customer moves is determined by the awareness of the potential of the web, which is related to its readiness and ability to use it. This factor determining customer value (customer equity) exerts and will exert a significant impact on the process of creating value for the customer in the future, strengthening its position as a partner in the process of creating value.