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[{"key": "dc.contributor.advisor", "value": "Munnukka, Juha", "language": null, "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Vierola, Maiju", "language": null, "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Pasanen, Oskari", "language": null, "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2025-06-10T10:45:18Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2025-06-10T10:45:18Z", "language": null, "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2025", "language": null, "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/103336", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "T\u00e4m\u00e4 tutkimus tarkastelee uudelleenbr\u00e4nd\u00e4yst\u00e4 ja sen vaikutusta asiakasko-kemukseen. Tutkimuksen tavoitteena on selvitt\u00e4\u00e4, miten br\u00e4ndiuudistus muuttaa asiakkaiden k\u00e4sityst\u00e4 yrityksest\u00e4 ja br\u00e4ndist\u00e4, sek\u00e4 selvitt\u00e4\u00e4, mill\u00e4 tavoin se vaikuttaa asiakaskokemukseen ja asiakassuhteisiin. Tapaustutki-muksen kohteena oli mailapeliyritys, joka on l\u00e4pivienyt br\u00e4ndiuudistuksen. Yritys uudisti br\u00e4ndi\u00e4\u00e4n monipuolisesti ja br\u00e4ndin identiteetti muuttui ko-konaisvaltaisesti. Tutkimus toteutettiin laadullisena tutkimuksena, haastatel-len yrityksen edustajaa sek\u00e4 asiakkaita. Yrityksen edustajan haastattelua ana-lysoitiin br\u00e4ndimuutosprosessin mukaisesti yrityksen n\u00e4k\u00f6kulmasta, ja asi-akkaiden haastatteluja analysoitiin ServQual \u2013mallin ulottuvuuksien kautta. Tulokset osoittavat, ett\u00e4 br\u00e4ndimuutos paransi asiakaskokemusta erityisesti palveluyrityksen tilojen viihtyvyyden, palvelujen monipuolistumisen ja yh-teis\u00f6llisyyden kautta. My\u00f6s asiakkaiden sitoutuneisuus yritykseen parani. Toisaalta my\u00f6s neutraaleja, ja negatiivisia tunteita ilmeni edell\u00e4 mainituilla osa-alueilla. Tutkimuksen alkuper\u00e4inen viitekehys muuttui tutkimustulok-sissa, koska huomattiin, ett\u00e4 ServQual \u2013osa-alueet eiv\u00e4t olleet riitt\u00e4v\u00e4n katta-vat kompleksin asiakaskokemuksen mittaamiseen. Asiakastyytyv\u00e4isyys ja \u2013sitoutuneisuus muodostuvat palvelutarjonnan muutosten, sosiaalisen ilma-piirin ja yhteis\u00f6n, sek\u00e4 konkreettisen ymp\u00e4rist\u00f6n kautta, joihin ServQual osa-alueet sis\u00e4ltyv\u00e4t. N\u00e4in saatiin syvempi ja asiakasl\u00e4ht\u00f6isempi tapa tarkastella br\u00e4ndimuutoksen lopputuloksia. T\u00e4m\u00e4 lopputulema tarjoaa syv\u00e4n ymm\u00e4r-ryksen br\u00e4ndiuudistuksen moninaisista vaikutuksista liiketoimintaan ja yh-dist\u00e4\u00e4 uudelleenbr\u00e4nd\u00e4yksen mielekk\u00e4\u00e4seen asiakaskokemukseen. Tutkimus lis\u00e4ksi tuotti lis\u00e4ymm\u00e4rryst\u00e4, sek\u00e4 vahvisti aiemman olettamuksen siit\u00e4, ett\u00e4 br\u00e4ndimielikuvan ja -identiteetin on syyt\u00e4 sulautua toisiinsa. Tutkimus tarjo-aa n\u00e4k\u00f6kulmia br\u00e4ndiuudistusprosessin asiakaskeskeiseen toteutukseen eri-tyisesti palveluyrityksen n\u00e4k\u00f6kulmasta.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by jyx lomake-julkaisija (jyx-julkaisija.group@korppi.jyu.fi) on 2025-06-10T10:45:18Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2025-06-10T10:45:18Z (GMT). No. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "71", "language": null, "element": "format", "qualifier": "extent", "schema": "dc"}, {"key": "dc.format.mimetype", "value": "application/pdf", "language": null, "element": "format", "qualifier": "mimetype", "schema": "dc"}, {"key": "dc.language.iso", "value": "fin", "language": null, "element": "language", "qualifier": "iso", "schema": "dc"}, {"key": "dc.rights", "value": "CC BY 4.0", "language": null, "element": "rights", "qualifier": null, "schema": "dc"}, {"key": "dc.title", "value": "Palveluyrityksen uudelleenbr\u00e4nd\u00e4ys ja sen vaikutus asiakaskokemukseen", "language": null, "element": "title", "qualifier": null, "schema": "dc"}, {"key": "dc.type", "value": "master thesis", "language": null, "element": "type", "qualifier": null, "schema": "dc"}, {"key": "dc.identifier.urn", "value": "URN:NBN:fi:jyu-202506105137", "language": null, "element": "identifier", "qualifier": "urn", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Jyv\u00e4skyl\u00e4n yliopiston kauppakorkeakoulu", "language": "fi", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Jyv\u00e4skyl\u00e4 University School of Business and Economics", "language": "en", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.organization", "value": "Jyv\u00e4skyl\u00e4n yliopisto", "language": "fi", "element": "contributor", "qualifier": "organization", "schema": "dc"}, {"key": "dc.contributor.organization", "value": "University of Jyv\u00e4skyl\u00e4", "language": "en", "element": "contributor", "qualifier": "organization", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Markkinointi", "language": "fi", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Marketing", "language": "en", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.type.coar", "value": "http://purl.org/coar/resource_type/c_bdcc", "language": null, "element": "type", "qualifier": "coar", "schema": "dc"}, {"key": "dc.rights.copyright", "value": "\u00a9 The Author(s)", "language": null, "element": "rights", "qualifier": "copyright", "schema": "dc"}, {"key": "dc.rights.accesslevel", "value": "openAccess", "language": null, "element": "rights", "qualifier": "accesslevel", "schema": "dc"}, {"key": "dc.type.publication", "value": "masterThesis", "language": null, "element": "type", "qualifier": "publication", "schema": "dc"}, {"key": "dc.format.content", "value": "fulltext", "language": null, "element": "format", "qualifier": "content", "schema": "dc"}, {"key": "dc.rights.url", "value": "https://creativecommons.org/licenses/by/4.0/", "language": null, "element": "rights", "qualifier": "url", "schema": "dc"}, {"key": "dc.description.accessibilityfeature", "value": "ei tietoa saavutettavuudesta", "language": "fi", "element": "description", "qualifier": "accessibilityfeature", "schema": "dc"}, {"key": "dc.description.accessibilityfeature", "value": "unknown accessibility", "language": "en", "element": "description", "qualifier": "accessibilityfeature", "schema": "dc"}]
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