| fullrecord |
[{"key": "dc.contributor.advisor", "value": "Skippari, Mika", "language": null, "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "H\u00e4kkinen, Susanna", "language": null, "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2020-05-28T11:20:53Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2020-05-28T11:20:53Z", "language": null, "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2020", "language": null, "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/69285", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Matkailu on kasvanut maailmanlaajuisesti eritt\u00e4in t\u00e4rke\u00e4ksi ja kilpailluksi alaksi. T\u00e4m\u00e4n vuoksi matkakohteille on tullut yh\u00e4 t\u00e4rke\u00e4mm\u00e4ksi saada uskollisia asiakkaita. Viimeaikaisissa tutkimuksissa uskollisuuden tekij\u00e4n\u00e4 on n\u00e4hty asiakkaiden sitoutuminen br\u00e4ndiin. T\u00e4ss\u00e4 tutkimuksessa selvitettiin asiakkaan sitoutumisen vaikutusta uskollisuuteen, sek\u00e4 sitoutumisen tekij\u00f6it\u00e4 matkailualan kontekstissa. Tutkimuksessa tarkasteltiin kolmen tekij\u00e4n vaikutusta asiakkaan sitoutumiseen br\u00e4ndi\u00e4 kohtaan: koettu arvo, suhteen laatu ja samankaltaisuus. Tutkimus suoritettiin ven\u00e4l\u00e4isill\u00e4 matkailijoilla, jotka matkustavat Suomeen. Aineisto (N=129) ker\u00e4ttiin ven\u00e4j\u00e4nkielisten matkailuyhteis\u00f6jen sosiaalisen median sivuilta verkkokyselyn\u00e4. Aineiston analyysi suoritettiin SPSS-ohjelmassa p\u00e4\u00e4komponenttianalyysin ja regressioanalyysin avulla. Tutkimuksen tulokset vahvistavat aiempien tutkimuksien n\u00e4kemyst\u00e4 siit\u00e4, ett\u00e4 asiakkaan sitoutuminen br\u00e4ndiin vaikuttaa positiivisesti asiakkaan uskollisuuteen. T\u00e4m\u00e4n tutkimuksen perusteella erityisesti affektiivinen ja kognitiivinen sitoutuminen vaikuttivat uskollisuuden muodostumiseen. Tutkimuksen perusteella sitoutumisen tekij\u00f6it\u00e4 ovat v\u00e4lillisesti asiakkaan kokema arvo, ja suoraan suhteen laatu ja samankaltaisuus. Tutkimuksessa testattiin my\u00f6s taustatekij\u00f6iden vaikutusta sitoutumiseen ja tulosten mukaan Suomessa k\u00e4yntien lukum\u00e4\u00e4r\u00e4 vaikuttaa merkitsev\u00e4sti ven\u00e4l\u00e4isten turistien sitoutumiseen. Kaikista eniten sitoutuneita olivat Suomessa 2-4 kertaa k\u00e4yneet, mik\u00e4 vahvistaisi olettamusta, ett\u00e4 sitoutumiseen ei riit\u00e4 pelkk\u00e4 behavioraalinen sitoutuminen, vaan se vaatii affektiivisen ja kognitiivisen sitoutumisen.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Paivi Vuorio (paelvuor@jyu.fi) on 2020-05-28T11:20:53Z\r\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2020-05-28T11:20:53Z (GMT). No. of bitstreams: 0\r\n Previous issue date: 2020", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "60", "language": null, "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": "Asiakkaiden sitoutuminen br\u00e4ndiin : tekij\u00e4t ja seuraukset matkailualalla", "language": null, "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-202005283542", "language": null, "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": null, "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": null, "element": "subject", "qualifier": "oppiainekoodi", "schema": "dc"}, {"key": "dc.subject.yso", "value": "sitoutuminen", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "br\u00e4ndit", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "matkailuala", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "matkailu", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "uskollisuus", "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"}]
|