| Abstract [eng] |
Cyberspace opens wide opportunities for business, where by using communication, it is possible to express oneself faster, cheaper, and reach groups of external environment. However, scholarly researches revealed that not all organizations exploit these opportunities. Therefore, there is a problematic question: how should organizations that provide utility services communicate in cyberspace, so that they would remain competitive and attractive to users? The thesis goal is to revealhow companies that provide utility services could improve external communication in cyberspace. Thesis tasks: 1. To analyse theoretical aspects of external communication in cyberspace used by companies that provide utility services. 2. To prepare a theoretical model for external communication in cyberspace that would be used by companies that provide utility services based on the analysis of scholarly literature. 3. Empirically based the expression of external communication in cyberspace used by companies that provide utility services and user needs in this perspective. 4. To provide suggestions for improving external communication in cyberspace that would be used by companies that provide utility services. Research methods: analysis and synthesis of scholarly literature, analysis of documents, unknown user methods, survey, analysis of statistical data. The research of external communication in cyberspace used by companies that provide utility services revealed that communication of these companies on the internet is based on the principles of openness, honesty, transparency, safety, and effectiveness, but maturity of communication in cyberspace is insufficient. The research of UAB Jonavos paslaugos, AB Jonavos šilumos tinklai, UAB Jonavos vandenys, and AB Energijos skirstymo operatorius communication on the internet revealed that companies usually emphasize minor information for the users, while communicating with users through their website; therefore, based on the problematic fields of openness, honesty, transparency, safety, and effectiveness, particular means of improving external communication are suggested. Hopefully, these means will improve the quality of electronic content and provide wider opportunities for using information technologies in improving external communication of companies that provide utility services. |
