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[{"key": "dc.contributor.advisor", "value": "Kemppainen, Tiina", "language": null, "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Aurell, Leo", "language": null, "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2025-06-23T07:15:44Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2025-06-23T07:15:44Z", "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/123456789/103845", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "T\u00e4m\u00e4n pro gradu -tutkielman tavoitteena on lis\u00e4t\u00e4 ymm\u00e4rryst\u00e4 h\u00e4iri\u00f6kysynn\u00e4n ilmi\u00f6st\u00e4 julkisen sektorin organisaatioissa sek\u00e4 tutkia sit\u00e4, millainen merkitys markkinointiviestinn\u00e4ll\u00e4 on h\u00e4iri\u00f6kysynn\u00e4n hallinnassa. Tutkielmassa pyrit\u00e4\u00e4n selvitt\u00e4m\u00e4\u00e4n ty\u00f6ntekij\u00f6iden tarjoaman n\u00e4k\u00f6kulman kautta, miten h\u00e4iri\u00f6kysynt\u00e4 ilmenee julkisen sektorin organisaatiossa, mik\u00e4 sit\u00e4 aiheuttaa ja miten h\u00e4iri\u00f6kysynt\u00e4 vaikuttaa organisaatioon, ty\u00f6ntekij\u00f6ihin ja asiakkaisiin. Vaikka h\u00e4iri\u00f6kysynn\u00e4n ilmi\u00f6 on tuttu ja markkinointiviestinn\u00e4n vaikutukset organisaation suoriutumiseen tunnistettu, on n\u00e4iden v\u00e4linen tutkimus ollut v\u00e4h\u00e4ist\u00e4. \n Tutkimuksessa k\u00e4ytettiin kvalitatiivista tutkimusmenetelm\u00e4\u00e4. Aineisto ker\u00e4ttiin helmi-maaliskuussa 2025 puolistrukturoidulla kyselylomakkeella, joka sis\u00e4lsi p\u00e4\u00e4osin avoimia kysymyksi\u00e4. Osallistujiksi valittiin Kansanel\u00e4kelaitoksen palveluasiantuntijoita, koska heid\u00e4n katsottiin omaavaan ensik\u00e4den tietoa organisaatioon kohdistuvista yhteydenotoista. Osallistujia oli 73. Aineiston analysointi tapahtui aineistol\u00e4ht\u00f6isesti.\n Tulosten mukaan h\u00e4iri\u00f6kysynn\u00e4n koettiin kattavan 30\u201340 % organisaatioon kohdistuvasta kysynn\u00e4st\u00e4. H\u00e4iri\u00f6kysynt\u00e4 ilmenee toistuvina yhteydenottoina. Organisaatiolle se n\u00e4kyy asiakastyytyv\u00e4isyyden laskuna, yleisen mielipiteen heikkenemisen\u00e4 sek\u00e4 kustannusten nousuna. Ty\u00f6ntekij\u00f6ill\u00e4 kiireen ja riitt\u00e4m\u00e4tt\u00f6myyden tunne lis\u00e4\u00e4ntyy. Asiakkaille h\u00e4iri\u00f6kysynt\u00e4 n\u00e4kyy virheiden m\u00e4\u00e4rien ja odotusaikojen kasvuna. Tulosten mukaan markkinointiviestint\u00e4 voisi toimia yhten\u00e4 h\u00e4iri\u00f6kysynn\u00e4n hallintakeinona. Markkinointiviestinn\u00e4n osalta tunnistetut p\u00e4\u00e4heikkoudet ja h\u00e4iri\u00f6kysynt\u00e4\u00e4 aiheuttavat tekij\u00e4t olivat vaikeaselkoiset p\u00e4\u00e4t\u00f6kset, hakemusten ja asiakirjojen toimitusprosessit sek\u00e4 ty\u00f6ntekij\u00f6iden viestint\u00e4. Markkinointiviestinn\u00e4n n\u00e4k\u00f6kulmasta asiakasl\u00e4ht\u00f6isell\u00e4 viestinn\u00e4ll\u00e4, joka huomioi asiakkaiden yksil\u00f6lliset tarpeet, toimintakyvyn ja palveluntarpeen, voitaisiin ehk\u00e4ist\u00e4 h\u00e4iri\u00f6kysynn\u00e4n muodostumista. Tulevaisuudessa h\u00e4iri\u00f6kysynt\u00e4\u00e4n keskittyv\u00e4t tutkimukset voisivat tarjota ratkaisuja julkisen talouden kest\u00e4vyysvajeen sel\u00e4tt\u00e4miseksi.", "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 2025-06-23T07:15:44Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2025-06-23T07:15:44Z (GMT). No. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "79", "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": "H\u00e4iri\u00f6kysynt\u00e4 ja markkinointiviestinn\u00e4n merkitys sen hallinnassa julkisen sektorin organisaatiossa", "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-202506235617", "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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