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[{"key": "dc.contributor.advisor", "value": "Alajoutsij\u00e4rvi, Kimmo", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Nolvi, Marianna", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2018-11-21T06:21:58Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2018-11-21T06:21:58Z", "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/123456789/60244", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Asiakkaan palvelupolun kartoittaminen on vuosien saatossa kasvattanut nopeasti suosiotaan kuluttajien sek\u00e4 kulutusk\u00e4ytt\u00e4ytymisen tutkimuksen menetelm\u00e4n\u00e4, joka tarkastelee ilmi\u00f6t\u00e4 tuorein ja innovatiivisin metodein. Palvelupolun konsepti esiteltiin ensimm\u00e4ist\u00e4 kertaa vuosituhannen vaihteessa. Vaikka sen juuret ovat pitk\u00e4lti perinteisess\u00e4 kuluttajatutkimuksessa, rinnalle on nostettu moderneja tarkastelutapoja; asiakkaan kulkema matka kuvataan selke\u00e4n visuaalisena polkuna erilaisten tasojen sek\u00e4 kontaktipisteiden kautta. Asiakkaan palvelupolun kartoitus paneutuu asiakaskokemuksiin kuluttajan n\u00e4k\u00f6kulmasta ja nostaa t\u00e4ten avainasioiksi paitsi asiakkaan teot ja ajatukset, my\u00f6s matkan aikana esiin nousevat tunteet. \n\nT\u00e4m\u00e4n tutkimuksen tavoitteena on tutkia asiakkaan palvelupolun kartoittamista erityisesti asiakaskokemuksen n\u00e4k\u00f6kulmasta ja selvent\u00e4\u00e4 prosessia polun luomisen taustalla. Aiheeseen liittyv\u00e4\u00e4n kirjallisuuteen nojaten luotiin tieteellinen viitekehys, jota on tutkimuksessa hy\u00f6dynnetty suomalaisen case-yrityksen asiakkaiden kokemusten kartoittamiseen. Kartoitus toteutettiin kvalitatiivisia menetelmi\u00e4 k\u00e4ytt\u00e4en, jolloin palvelupolku kyettiin lopulta luomaan haastatteluissa esiin nousseisiin asiakkaiden omiin kokemuksiin ja kertomuksiin pohjautuen. Haastatellut asiakkaat pyrittiin valitsemaan niin, ett\u00e4 tutkimusta varten syntyisi kattava otanta erilaisia ik\u00e4ryhmi\u00e4, toimipaikkoja sek\u00e4 ty\u00f6kokemusjaksoja. Tutkimusmenetelm\u00e4n\u00e4 hy\u00f6dynnettiin my\u00f6s havainnointia, jonka todettiin toimivan hyvin asiakashaastatteluja vahvistavana metodina. \n\nTulokset osoittavat, ett\u00e4 palvelupolun kartoitus on tutkimusmetodina toimiva keino kartuttaa ymm\u00e4rryst\u00e4 sek\u00e4 tietoa my\u00f6s entuudestaan tuntemattomista asiakaskokemuksista. Valitut kvalitatiiviset tutkimusmenetelm\u00e4t sek\u00e4 kirjallisuuden pohjalta luotu tieteellinen viitekehys mahdollistivat asiakaspolun luomisen sek\u00e4 siihen liittyvien kontaktipisteiden tunnistamisen. Saatuihin tuloksiin pohjautuen voidaankin todeta, ett\u00e4 perusteellisesti toteutettuna asiakaspolun kartoittaminen kokemusten n\u00e4k\u00f6kulmasta on hy\u00f6dyllinen metodi, joka tarjoaa ty\u00f6kaluja kokonaisvaltaiseen asiakaskokemusten parantamiseen sek\u00e4 arvokasta dataa markkinoinnin ja tuotekehityksen k\u00e4ytt\u00f6\u00f6n.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Customer journey mapping has rapidly grown as an interesting and innovative way of understanding consumers and their patterns of behavior. Although the concept is essentially based on the traditional research of customer buying behavior, the modern way of mapping out the diverse journey through different stages and touchpoints was first introduced at the start of the twenty-first century. During the years the method has spread to become a broadly used tool of service design and offers primarily a clear way of visualizing company\u2019s intangible services. As the importance of customer experiences has increased, the journey mapping has also expanded to be centered upon not just actions and thoughts but also feelings that arise during the journey.\n\nThe objective of this research is to investigate and gain an understanding of journey mapping through customer experiences and examine the process behind its creation. Alongside a framework created based on the existing literature of the theme, the research is executed in the context of a Finnish case company and utilizes qualitative methods to untangle customer experiences and ultimately build a coherent journey map based on customers\u2019 own narrations. Observation is also utilized as a method to better understand the touchpoints and stages, and as an endorsement for the customers\u2019 comments. The customer research of the study pursued to offer a comprehensive portrayal of the case company\u2019s customers and was ultimately executed as six individual interviews. The interviewees represented different age groups, parts of the country, and amount of work history (in general and with the case company).\n\nThe results of this research indicate that the method of journey mapping based on customer experiences is an effective way of gaining understanding and revealing previously unknown information on customer behavior. The chosen qualitative methods and framework created proved to be successful in the identification of touchpoints and creation of the journey map. Based on the results it can be stated that when done correctly, customer experience journey map is a useful tool for improving the overall customer experience and supplying valuable data for marketing and product development.", "language": "en", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Paivi Vuorio (paelvuor@jyu.fi) on 2018-11-21T06:21:58Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2018-11-21T06:21:58Z (GMT). No. of bitstreams: 0\n Previous issue date: 2018", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "78", "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": "customer journey", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "journey mapping", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "customer persona", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Mapping the customer journey through experiences : a Finnish case company study", "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-201811214795", "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.funding", "value": "0", "language": "", "element": "contractresearch", "qualifier": "funding", "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": "palvelumuotoilu", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "asiakaskokemus", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "asiakassuhde", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "service design", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "customer experience", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "customer relationship", "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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