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[{"key": "dc.contributor.advisor", "value": "Uusitalo, Outi", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Laakkonen, Anna", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2019-06-14T13:08:38Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2019-06-14T13:08:38Z", "language": null, "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2019", "language": "", "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/64651", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Pro gradu \u2013 tutkielmassa tarkastellaan case \u2013yrityksen verkkosivujen sis\u00e4ll\u00f6n vaikutusta asiakaspolkuun. Tutkielma laadittiin paperi- ja selluteollisuuden parissa toimivalle markkinajohtajalle, jonka asiakaskunta koostuu suurimmaksi osaksi vakiintuneista asiakkaista. T\u00e4m\u00e4n takia verkkosivujen tarkoitus ei ole hankkia uusia asiakkaita, vaan yll\u00e4pit\u00e4\u00e4 jo olemassa olevia asiakas- ja sidosryhm\u00e4suhteita. Tutkielman avulla haettiin vastauksia kysymyksiin: Millaiset verkkosivujen tarjoamat sis\u00e4ll\u00f6t; tarjottu informaatio ja visuaaliset tekij\u00e4t, tukevat asiakaspolkua? Miten asiakkaiden arvo-odotukset ovat yhteydess\u00e4 yrityksen tuottaman sis\u00e4ll\u00f6n kanssa? Auttavatko sis\u00e4ll\u00f6ss\u00e4 k\u00e4ytetyt avainsanat tuomaan k\u00e4vij\u00e4virtaa verkkosivuille? Tutkielmassa tarkastellaan verkkosivujen asiakaspolkuun sidoksissa olevia teorioita asiakaskokemuksesta, arvon muodostumisesta ja sis\u00e4lt\u00f6markkinoinnista. Tutkimus on tapaustutkimus, jonka takia tutkimusmenetelmin\u00e4 toimivat yrityksen verkkosivujen havainnointi, verkkosivujen k\u00e4vij\u00e4liikenteen analysointi, hakukoneoptimoinnin testaus sek\u00e4 m\u00e4\u00e4r\u00e4llinen kyselytutkimus. Tutkimustuloksista selvisi, ett\u00e4 verkkosivujen navigoinnin sujuvuus ja verkkosivujen rakenne vaikuttavat asiakaspolkuun. Lis\u00e4ksi sis\u00e4ll\u00f6ss\u00e4 hy\u00f6dynnetyt avainsanat vaikuttavat hakukoneoptimointiin, mik\u00e4 on liitoksissa verkkosivujen laskeutumissivujen kanssa. Yrityksen tarjoama sis\u00e4lt\u00f6 muodostaa arvon vierailijalle k\u00e4yt\u00f6n aikana, joihin my\u00f6s vaikuttaa se, vastaako yrityksen tarjonta odotuksia. Asiakaskokemuksen muodostumisessa yrityksen ja asiakkaan v\u00e4linen vuorovaikutus luo arvon, jonka takia moni tekij\u00e4 vaikuttaa prosessiin. Siksi yrityksen on markkinointiaan tehdess\u00e4 huomioitava kaikki n\u00e4m\u00e4 osatekij\u00e4t onnistuneen asiakaskokemuksen aikaansaamiseksi.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Paivi Vuorio (paelvuor@jyu.fi) on 2019-06-14T13:08:38Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2019-06-14T13:08:38Z (GMT). No. of bitstreams: 0\n Previous issue date: 2019", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "100", "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.title", "value": "Verkkosivujen sis\u00e4lt\u00f6 asiakaspolun tukena : case paperi- ja selluteollisuuden markkinajohtaja", "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-201906143242", "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": "student", "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": "restrictedAccess", "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": "avainsanat", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "WWW-sivut", "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": "markkinointi", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "arvonluonti", "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.rights.accessrights", "value": "The author has not given permission to make the work publicly available electronically. Therefore the material can be read only at the archival workstation at Jyv\u00e4skyl\u00e4 University Library (https://kirjasto.jyu.fi/en/workspaces/facilities).", "language": "en", "element": "rights", "qualifier": "accessrights", "schema": "dc"}, {"key": "dc.rights.accessrights", "value": "Tekij\u00e4 ei ole antanut lupaa avoimeen julkaisuun, joten aineisto on luettavissa vain Jyv\u00e4skyl\u00e4n yliopiston kirjaston arkistoty\u00f6semalta. Ks. https://kirjasto.jyu.fi/fi/tyoskentelytilat/laitteet-ja-tilat..", "language": "fi", "element": "rights", "qualifier": "accessrights", "schema": "dc"}, {"key": "dc.type.okm", "value": "G2", "language": null, "element": "type", "qualifier": "okm", "schema": "dc"}]
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