ABSTRACT
The conceptual age is perceived as an era in which relations between companies and customers* gain a new dimension. Is it true that we are witnessing the dawn of a new era in exchange process relations on the consumer market? One cannot deny the considerable impact of information and communications technology (ICT) on market relations. However, reality does not always change according to the expectations of apologists of new ideas. In the analysis of relations between consumers and companies, one should take two aspects into consideration:
1. Who is the dominant party? 2. What is the effect of these relations?
