Abstract
Establishing proper relationships with customers is a subject matter of interest of many researchers and managers due to increasing competitive forces in the market and decreased demand. The importance of business-to-consumers (B2C) relationships developed even stronger in Covid-19 pandemic times. The main purpose of the study is to identify the dominant changes in business to-consumers relations that allow the business to achieve success in the new pandemic reality. An assumption was made in the paper, that proper business-to consumers relationships are key determinants of organisational success in times of a crisis. The theoretical deliberation, based on critical literature review, are supplemented by empirical research conducted in a form of a case study based on Toyota Motor Corporation example. Further fields of study are also identified.
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