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[{"key": "dc.contributor.advisor", "value": "Karjaluoto, Heikki", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Helke, Iida", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2018-09-19T05:27:00Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2018-09-19T05:27:00Z", "language": null, "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2018", "language": "", "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/59558", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Digitalisaation my\u00f6t\u00e4 monet nykyp\u00e4iv\u00e4n kauppiaat joutuvat tekem\u00e4\u00e4n valintoja sen suhteen, miss\u00e4 kanavissa he ovat tarjolla. Pelk\u00e4n kivijalkakaupan kautta toimiminen ei en\u00e4\u00e4 riit\u00e4. Asiakkaat ovat aktiivisia sek\u00e4 digitaalisissa (esim. verkko ja mobiilikana-vat) ett\u00e4 ei-digitaalisissa perinteisiss\u00e4 kanavissa (esim. myym\u00e4l\u00e4), ja samoin pit\u00e4isi olla my\u00f6s kauppiaiden.\nMonikanavaisessa ymp\u00e4rist\u00f6ss\u00e4 toimiminen vaatii yritykselt\u00e4 johdonmukaisuutta l\u00e4pi kanavien. Saavuttaakseen t\u00e4ysin sulavasti toimivan monikanavaisuuden t\u00e4ytyy yrityksen huomioida useita tekij\u00f6it\u00e4, jotka vaikuttavat menestymiseen nykyp\u00e4iv\u00e4 teknologiavetoisilla markkinoilla. T\u00e4llaisia tekij\u00f6it\u00e4 ovat esimerkiksi kanavien integrointi, mobiiliratkaisut sek\u00e4 kivijalkakaupan muuttuva rooli.\nMonikanavaisessa ymp\u00e4rist\u00f6ss\u00e4 toimivien asiakkaiden k\u00e4yt\u00f6st\u00e4 on vaikea ennustaa. Kuluttajan kanavavalintaan vaikuttavia tekij\u00f6it\u00e4 on lukuisia. N\u00e4ihin tekij\u00f6ihin vaikut-tavat muun muassa yrityksen markkinointi, kanavien ominaisuudet ja integroinnin taso, sosiaaliset tekij\u00e4t, tilannetekij\u00e4t ja kuluttajien henkil\u00f6kohtaiset erot.\nT\u00e4m\u00e4 tutkimus pyrkii selkeytt\u00e4m\u00e4\u00e4n asiakkaan kanavavalintaan vaikuttavia tekij\u00f6it\u00e4. Tutkimus toteutettiin suomalaiselle teleoperaattorille tarkoituksena selkeytt\u00e4\u00e4 niit\u00e4 tekij\u00f6it\u00e4, jotka vaikuttavat asiakkaan kanavavalintaan, kun itse ostos tehd\u00e4\u00e4n kivijalkakaupassa. Tutkimus tarkastelee my\u00f6s sit\u00e4, miss\u00e4 kanavissa asiakkaat vierailevat ennen ostosta.\nTutkimuksen tulokset osoittavat, ett\u00e4 t\u00e4rkeimm\u00e4t tekij\u00e4t, jotka vaikuttivat kivijalkakaupan asiakkaan kanavavalintaan olivat asenne kanavaa kohtaan, tekninen osaaminen, palvelumielikuva, tarve ostop\u00e4\u00e4t\u00f6ksen vahvistamiselle sek\u00e4 tilannetekij\u00e4t. Asiakasymm\u00e4rryksen lis\u00e4\u00e4miseksi tutkimuksessa luodaan my\u00f6s asiakasprofiilit nelj\u00e4lle esiin nousseelle asiakassegmentille.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Due to the effects of digitalisation, modern day retailers have had to reconsider the range of channels they are available in. Acting exclusively through brick and mortar store is not enough. Customers are active in both online and offline channels and as a result, so should retailers.\nCompanies acting in multiple channels requires consistency through channels. This is called omnichannel. To reach a fully functioning omnichannel status the company needs to take note of multiple factors that affect retailer\u2019s success in the modern information technology driven market. Such factors are for example channel integrations, mobile solutions and the changing role of the physical store. \nWhen customers act in this multichannel environment, their behaviour is difficult to predict. Factors affecting channel choice are numerous. These factors may originate from the retailer\u2019s marketing efforts, channel attributes, channel integration, social influence, situational variables or individual differences between customers.\nThe current research aims to clarify the factors that affect a customer\u2019s channel choice. This research was conducted for a telecommunication operator to shed light to the factors that affect the channel choice of customers that end up making a purchase in a brick and mortar store. This study also explored the channels customers visit before the purchase.\nThe results of this research revealed that the main factors that affected a brick and mortar stores\u2019 customers\u2019 channel choice were attitude towards the channel, technological know-how, service perception, need for choice confirmation and situational factors. To even further deepen the understanding on the customer segments and their actions, four customer profiles were created.", "language": "en", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Paivi Vuorio (paelvuor@jyu.fi) on 2018-09-19T05:27:00Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2018-09-19T05:27:00Z (GMT). No. of bitstreams: 0\n Previous issue date: 2018", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "56", "language": "", "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": "eng", "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": "channel choice", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "omnichannel", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "multichannel", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "buying path", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "kanavavalinta", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "ostopolku", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Factors affecting brick and mortar channel choice in an omnichannel environment", "language": "", "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-201809194171", "language": "", "element": "identifier", "qualifier": "urn", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Pro gradu -tutkielma", "language": "fi", "element": "type", "qualifier": "ontasot", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Master\u2019s thesis", "language": "en", "element": "type", "qualifier": "ontasot", "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.faculty", "value": "Jyv\u00e4skyl\u00e4n yliopiston kauppakorkeakoulu", "language": "fi", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Taloustieteet", "language": "fi", "element": "contributor", "qualifier": "department", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Business and Economics", "language": "en", "element": "contributor", "qualifier": "department", "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": "yvv.contractresearch.collaborator", "value": "business", "language": "", "element": "contractresearch", "qualifier": "collaborator", "schema": "yvv"}, {"key": "yvv.contractresearch.funding", "value": "0", "language": "", "element": "contractresearch", "qualifier": "funding", "schema": "yvv"}, {"key": "yvv.contractresearch.initiative", "value": "university", "language": "", "element": "contractresearch", "qualifier": "initiative", "schema": "yvv"}, {"key": "dc.type.coar", "value": "http://purl.org/coar/resource_type/c_bdcc", "language": null, "element": "type", "qualifier": "coar", "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.subject.oppiainekoodi", "value": "20423", "language": "", "element": "subject", "qualifier": "oppiainekoodi", "schema": "dc"}, {"key": "dc.subject.yso", "value": "kivijalkaliikkeet", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "verkkokauppa (verkkoliiketoiminta)", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "monikanavaisuus", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "ostok\u00e4ytt\u00e4ytyminen", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "v\u00e4hitt\u00e4iskauppa", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "kivijalkaliikkeet", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "electronic commerce", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "multichannel communication", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "buying behaviour", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "retail trade", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.format.content", "value": "fulltext", "language": null, "element": "format", "qualifier": "content", "schema": "dc"}, {"key": "dc.rights.url", "value": "https://rightsstatements.org/page/InC/1.0/", "language": null, "element": "rights", "qualifier": "url", "schema": "dc"}, {"key": "dc.type.okm", "value": "G2", "language": null, "element": "type", "qualifier": "okm", "schema": "dc"}]
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