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[{"key": "dc.contributor.advisor", "value": "Uusitalo, Outi", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Kykk\u00e4nen, Juuso", "language": null, "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2016-02-07T12:01:45Z", "language": "", "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2016-02-07T12:01:45Z", "language": "", "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2016", "language": null, "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.other", "value": "oai:jykdok.linneanet.fi:1521957", "language": null, "element": "identifier", "qualifier": "other", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/48659", "language": "", "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Tutkimuksen tavoitteena oli selvitt\u00e4\u00e4, miten aiemmissa asiakaskokemus- ja verkkokauppavertailuissa menestyneet B2C-yritykset johtavat asiakaskokemusta verkkokaupoissaan. Lis\u00e4ksi tavoitteena oli selvitt\u00e4\u00e4 miten n\u00e4m\u00e4 yritykset m\u00e4\u00e4rittelev\u00e4t asiakaskokemuksen ja mist\u00e4 tekij\u00f6ist\u00e4 he n\u00e4kev\u00e4t sen muodostuvan.\r\n\r\nTutkimus pyrkii vastaamaan Verhoefin ym. (2009) esitt\u00e4m\u00e4\u00e4n tutkimustarpeeseen yritysten k\u00e4ytt\u00e4mien asiakaskokemuksen johtamisstrategioiden hahmottamisesta sek\u00e4 Marketing Science Instituten (2014) esitt\u00e4m\u00e4\u00e4n tutkimustarpeeseen asiakaskokemuksen ymm\u00e4rryksen lis\u00e4\u00e4misest\u00e4.\r\n\r\nTutkimuksen kuvailevan luonteen vuoksi tutkimusmetodiksi valikoitui laadullinen tutkimusmenetelm\u00e4. Tutkimus toteutettiin casetutkimuksena, johon valikoitui nelj\u00e4 aiemmissa asiakaskokemus- ja verkkokauppavertailuissa menestynytt\u00e4 B2C-yrityst\u00e4. Aineisto ker\u00e4ttiin puolistrukturoiduilla teemahaastatteluilla.\r\n\r\nTulosten perusteella caseyritykset toteuttavat asiakaskokemuksen johtamista hyvin samankaltaisesti. Havaittujen painotuserojen voidaan n\u00e4hd\u00e4 johtuvan yritysten eriluonteisista toimialoista. Caseyritykset n\u00e4kev\u00e4t asiakaskokemuksen muodostuvan asiakkaan ja yrityksen v\u00e4lisist\u00e4 kohtaamisista ajan kuluessa. T\u00e4m\u00e4n vuoksi onkin luontevaa, ett\u00e4 he pyrkiv\u00e4t optimoimaan kohtaamisissa vaikuttavia tekij\u00f6it\u00e4. Caseyritykset painottivat erityisesti asiakaskokemusten tutkimisen t\u00e4rkeytt\u00e4 ja pitiv\u00e4t ohjenuorana, ett\u00e4 kaikkien verkkokauppaan tehtyjen muutosten tulisi pohjautua saatuihin tuloksiin.\r\n\r\nTutkimuksen tulokset tukevat p\u00e4\u00e4osin tutkimuksen teoreettista viitekehyst\u00e4. Tulosten perusteella voitiin kuitenkin huomioida muutamia poikkeavuuksia ja ehdottaa muutoksia aiempien tutkimusten pohjalta rakennettuun prosessimalliin. Poikkeavuuksia l\u00f6ytyi asiakaskokemuksen johtamisprosessista, asiakaskokemukseen vaikuttavista tekij\u00f6ist\u00e4 sek\u00e4 sen seurauksista. Tulosten pohjalta voitiin esitt\u00e4\u00e4 my\u00f6s muutamia suosituksia verkkokauppojen asiakaskokemuksen johtamisen tueksi.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted using Plone Publishing form by Juuso Kykk\u00e4nen (jutopeky) on 2016-02-07 12:01:42.059103. Form: Pro gradu -lomake (https://kirjasto.jyu.fi/julkaisut/julkaisulomakkeet/pro-gradu-lomake). JyX data: [jyx_publishing-allowed (fi) =True]", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by jyx lomake-julkaisija (jyx-julkaisija.group@korppi.jyu.fi) on 2016-02-07T12:01:44Z\r\nNo. of bitstreams: 2\r\nURN:NBN:fi:jyu-201602071484.pdf: 922286 bytes, checksum: 90f07eb867be461e0199575d5482ab29 (MD5)\r\nlicense.html: 4912 bytes, checksum: ede4a5b7c73a5c65050c8afc26eb5a62 (MD5)", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2016-02-07T12:01:45Z (GMT). No. of bitstreams: 2\r\nURN:NBN:fi:jyu-201602071484.pdf: 922286 bytes, checksum: 90f07eb867be461e0199575d5482ab29 (MD5)\r\nlicense.html: 4912 bytes, checksum: ede4a5b7c73a5c65050c8afc26eb5a62 (MD5)\r\n Previous issue date: 2016", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "1 verkkoaineisto (70 sivua)", "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": "In Copyright", "language": "en", "element": "rights", "qualifier": null, "schema": "dc"}, {"key": "dc.subject.other", "value": "Asiakaskokemus", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "online-asiakaskokemus", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "verkkokauppa", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "asiakaskokemuksen muodostuminen", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "asiakaskokemuksen johtaminen", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Asiakaskokemuksen muodostuminen ja johtaminen B2C-verkkokaupoissa : case: aiemmissa asiakaskokemus- ja verkkokauppavertailuissa menestyneet B2C-yritykset", "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": 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