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[{"key": "dc.contributor.advisor", "value": "Rautio, Riitta", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Per\u00e4m\u00e4ki, Kristiina", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2018-11-05T13:25:53Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2018-11-05T13:25:53Z", "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/123456789/60103", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Tutkimuksessa tarkasteltiin musiikkifestivaalien j\u00e4rjest\u00e4jien ja heid\u00e4n asiakkaidensa v\u00e4lisi\u00e4 suhteita markkinoinnin n\u00e4k\u00f6kulmasta. Tarkastelun kohteena oli nelj\u00e4 suomalaista, musiikkigenrelt\u00e4\u00e4n erityylist\u00e4, musiikkifestivaalia. Tutkimusta ohjaavia tutkimuskysymyksi\u00e4 oli kaksi: Millaisena musiikkifestivaalien j\u00e4rjest\u00e4j\u00e4t kokevat suhteensa asiakkaisiin? Millainen merkitys asiakassuhteilla on tapahtuman markkinoinnissa? Tulosten tulkinnassa k\u00e4ytettiin erityisesti taiteiden ja palveluiden markkinoinnin kohdalla suositeltavaa suhdemarkkinointimallia. T\u00e4m\u00e4n laadullisen tutkimuksen aineisto koostui kunkin festivaalin markkinoinnista vastaavien henkil\u00f6iden haastatteluista. Haastattelujen pohjalta ker\u00e4tty aineisto analysoitiin sis\u00e4ll\u00f6nanalyysill\u00e4 teemoittelemalla haastatteluissa toistuvat aiheet yhten\u00e4isiksi kokonaisuuksiksi.\n \nMerkitt\u00e4vimmiksi tuloksiksi saatiin, ett\u00e4 asiakkaan viihtyvyys ja h\u00e4nen haluihinsa ja tarpeisiinsa vastaaminen koetaan musiikkifestivaalien tuotannossa ensisijaisen t\u00e4rkeiksi asioiksi. Erityisen t\u00e4rke\u00e4n\u00e4 j\u00e4rjest\u00e4j\u00e4t pit\u00e4v\u00e4t vanhojen asiakassuhteiden vaalimista muun muassa laadukkaan esiintyj\u00e4tarjonnan ja yst\u00e4v\u00e4llisen palvelun kautta. Vaikka vanha asiakas koetaan t\u00e4rke\u00e4ksi, festivaalit pyrkiv\u00e4t markkinoimaan tapahtumaa my\u00f6s uusille asiakkaille. Tulokset osoittavat, ett\u00e4 mit\u00e4 uskollisempi asiakas on, sit\u00e4 arvokkaampi h\u00e4n on festivaalille. Lujista vanhoista asiakassuhteista voi olla hy\u00f6ty\u00e4 esimerkiksi uusien asiakkaiden hankinnassa, sill\u00e4 asiakassuhteen ollessa tiivis, my\u00f6s asiakas voi haluta toimia festivaalin hyv\u00e4ksi. Musiikkifestivaalit eiv\u00e4t toteuta s\u00e4\u00e4nn\u00f6llisen aktiivisesti markkinointitutkimuksia. Tulosten my\u00f6t\u00e4 voidaan kuitenkin p\u00e4\u00e4tell\u00e4, ett\u00e4 tutkimusten laatiminen s\u00e4\u00e4nn\u00f6llisemmin saattaisi olla kannattavaa, sill\u00e4 niiden kautta ker\u00e4tyill\u00e4 tiedoilla voisi olla positiivisia vaikutuksia muun muassa asiakasuskollisuuteen.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Miia Hakanen (mihakane@jyu.fi) on 2018-11-05T13:25:53Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2018-11-05T13:25:53Z (GMT). No. of bitstreams: 0\n Previous issue date: 2018", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "65", "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": "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": "musiikkifestivaali", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "Juuka jatsaa", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "Oulun musiikkijuhlat", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "John Smith Rock Festival", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Yhdist\u00e4v\u00e4n\u00e4 tekij\u00e4n\u00e4 rakkaus musiikkiin : musiikkifestivaalien j\u00e4rjest\u00e4jien kokemuksia asiakassuhteista tapahtuman markkinoinnissa", "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-201811054629", "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": "Humanistis-yhteiskuntatieteellinen tiedekunta", "language": "fi", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Faculty of Humanities and Social Sciences", "language": "en", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Musiikin, taiteen ja kulttuurin tutkimuksen laitos", "language": "fi", "element": "contributor", "qualifier": "department", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Department of Music, Art and Culture Studies", "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": 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