Info screens as instruments for value co-creation case: vehicle inspection industry

Tämän tutkielman tavoitteena on tutkia miten arvo on yhteisluotu autokatsastusasemilla infotaulujen, uusin käyttöönotettu teknologia markkinoinnissa ja palvelun tuottamisessa tapauksen yrityksellä, kautta positiivisen palvelukokemuksen tuottamiseksi. Tutkimus on tulkitseva tapaustutkimus, jonka tied...

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Main Author: Koskela, Sanna
Other Authors: Faculty of Information Technology, Informaatioteknologian tiedekunta, Tietojenkäsittelytieteiden laitos, Department of Computer Science and Information Systems, University of Jyväskylä, Jyväskylän yliopisto
Format: Master's thesis
Language:eng
Published: 2016
Subjects:
Online Access: https://jyx.jyu.fi/handle/123456789/52261
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author Koskela, Sanna
author2 Faculty of Information Technology Informaatioteknologian tiedekunta Tietojenkäsittelytieteiden laitos Department of Computer Science and Information Systems University of Jyväskylä Jyväskylän yliopisto
author_facet Koskela, Sanna Faculty of Information Technology Informaatioteknologian tiedekunta Tietojenkäsittelytieteiden laitos Department of Computer Science and Information Systems University of Jyväskylä Jyväskylän yliopisto Koskela, Sanna Faculty of Information Technology Informaatioteknologian tiedekunta Tietojenkäsittelytieteiden laitos Department of Computer Science and Information Systems University of Jyväskylä Jyväskylän yliopisto
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description Tämän tutkielman tavoitteena on tutkia miten arvo on yhteisluotu autokatsastusasemilla infotaulujen, uusin käyttöönotettu teknologia markkinoinnissa ja palvelun tuottamisessa tapauksen yrityksellä, kautta positiivisen palvelukokemuksen tuottamiseksi. Tutkimus on tulkitseva tapaustutkimus, jonka tiedonkeruu on suoritettu haastattelujen kautta ja analyysissä on käytetty temaattista näkökulmaa, jotta data on pystytty muuttamaan mielekkääksi graafiseksi esitykseksi. Tutkielman tapausyritys on yksityinen katsastusalan toimija, joka tarjoaa katsastuksien lisäksi ajoneuvorekisteröintejä ja kuljettajantutkintoja, muun muassa. Yritys toimii Suomen lisäksi Pohjois-Euroopassa. Tutkielman viitekehykseksi on valittu arvon yhteisluonnin viitekehys kuluttajatietojärjestelmissä, jonka avulla tutkitaan miten arvo on yhteisluotu tapauksen yrityksessä ja miten heidän asiakkaat kokevat arvon yhteisluonnin. Lisäksi tutkitaan mitkä ovat arvon yhteisluonnin mahdollistavat arvoehdotukset ja mitkä ovat tekijöiden, tai asiakkaiden ajurit, jotka rohkaisevat arvon yhteisluontiin infotaulujen yhteydessä katsastusasemilla. Tutkimustulokset osoittavat, että arvon yhteisluonti on jo olemassa katsastusasemilla, mutta sitä ei ole tunnistettu eikä otettu käyttöön. Lisäksi tuloksien mukaan tärkein asiakkaan arvon ajuri on palveluprosessikokemus, tarkoittaen asiakaslähtöisiä palveluita. Tärkeiksi arvoehdotuksiksi nousivat käytön sosiaalinen luonne, joka on määritelty katsastusalaan liittyvän tiedon jakamiseksi ja vastaanottamiseksi, sekä käytön konteksti, joka puolestaan tarkoittaa infotaulujen käyttö- ja toimintaympäristöä. Tuloksien mukaan haastateltavien tärkeimmät arvot ovat helppous, niin asiakkaan kuin henkilökunnan näkökulmasta, turvallisuus, negatiivisten tunteiden, kuten epävarmuus, vähentäminen sekä informaation saaminen ajoneuvon omistamisesta ja huoltamisesta, sekä katsastuksista. Kokonaisvaltainen arvon yhteisluonnin ymmärtäminen katsastusalalla on tärkeää, koska mahdollistaa uusien innovaatioiden kehittämisen, joka puolestaan auttaa pysymään autoalan jatkuvan kehityksen tahdissa. The objective of this study is to explore how value is co-created to produce positive service experiences at vehicle inspection stations in the context of info screens. Info screens represent the newest technology adopted for marketing and service functions at a specific service providers inspection stations. This research is an interpretive case study, including data collection with interviews using a laddering technique, and data analysis with thematic approach in order to transform the data into meaningful graphical presentations. The case organisation in this study is a private provider of vehicle inspections, vehicle registrations, and driver’s examinations, among others, in Finland as well as in Northern Europe. As a framework for this thesis the framework for value co-creation in Consumer Information Systems (CIS) was selected to investigate how value is co-created in the case organisation, and how their customers (=26) perceive value co-creation. Furthermore, the study explores what are the system value propositions enabling value co-creation, and the value drivers driving actors, or customers, to co-create value in the context of info screens at vehicle inspection stations. Based on findings from this study, value co-creation is present at vehicle inspection stations, although it has not been recognised and utilised as effectively as it could be. The findings also indicate that the most important value driver element is service process experience, defined as Customer-oriented services. Also, value propositions Social nature of use, as Sharing and receiving information related to vehicle industry and Context of use as Use and operating environment of info screens are important from the perspective of value co-creation. The main values revealed are easiness for customers as well as to the personnel, safety, reducing negative feelings such as uncertainty, and gaining information about owning and maintaining vehicles as well as gaining information about inspections. More comprehensive and broader understanding of value co-creation in the environment of vehicle inspection via info screens is needed, as the industry is in need for new innovations in order to stay on top of the development of automotive industry.
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spellingShingle Koskela, Sanna Info screens as instruments for value co-creation : case: vehicle inspection industry Vehicle inspection industry value co-creation service Service-Dominant logic (S-D logic) customer experience consumer information systems (CIS) information and communications technology (ICT) Information Systems Science Tietojärjestelmätiede 601 katsastus palvelut arvonluonti asiakaskokemus kokemukset tieto- ja viestintätekniikka
title Info screens as instruments for value co-creation : case: vehicle inspection industry
title_full Info screens as instruments for value co-creation : case: vehicle inspection industry
title_fullStr Info screens as instruments for value co-creation : case: vehicle inspection industry Info screens as instruments for value co-creation : case: vehicle inspection industry
title_full_unstemmed Info screens as instruments for value co-creation : case: vehicle inspection industry Info screens as instruments for value co-creation : case: vehicle inspection industry
title_short Info screens as instruments for value co-creation
title_sort info screens as instruments for value co creation case vehicle inspection industry
title_sub case: vehicle inspection industry
title_txtP Info screens as instruments for value co-creation : case: vehicle inspection industry
topic Vehicle inspection industry value co-creation service Service-Dominant logic (S-D logic) customer experience consumer information systems (CIS) information and communications technology (ICT) Information Systems Science Tietojärjestelmätiede 601 katsastus palvelut arvonluonti asiakaskokemus kokemukset tieto- ja viestintätekniikka
topic_facet 601 Information Systems Science Service-Dominant logic (S-D logic) Tietojärjestelmätiede Vehicle inspection industry arvonluonti asiakaskokemus consumer information systems (CIS) customer experience information and communications technology (ICT) katsastus kokemukset palvelut service tieto- ja viestintätekniikka value co-creation
url https://jyx.jyu.fi/handle/123456789/52261 http://www.urn.fi/URN:NBN:fi:jyu-201612115029
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