Recognizing consumer-brand touchpoints in the omnichannel environment and forming a touchpoint path

Kuluttajat, brändit sekä yritykset operoivat monikanavaympäristössä. Vaikka kuluttaja-brändi-kohtaamispisteet ovat laajasti keskusteltu aihe ja moni taho käyttää kohtaamispistetermiä, syvällinen ymmärrys kohtaamispisteistä monikanavaisessa ympäristössä uupuu. Lisäksi selkeää kohtaamispistepolkua ei...

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Bibliografiset tiedot
Päätekijä: Liljedahl, Nea-Stina
Muut tekijät: Kauppakorkeakoulu, School of Business and Economics, Taloustieteet, Business and Economics, Jyväskylän yliopisto, University of Jyväskylä
Aineistotyyppi: Pro gradu
Kieli:eng
Julkaistu: 2020
Aiheet:
Linkit: https://jyx.jyu.fi/handle/123456789/69979
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author Liljedahl, Nea-Stina
author2 Kauppakorkeakoulu School of Business and Economics Taloustieteet Business and Economics Jyväskylän yliopisto University of Jyväskylä
author_facet Liljedahl, Nea-Stina Kauppakorkeakoulu School of Business and Economics Taloustieteet Business and Economics Jyväskylän yliopisto University of Jyväskylä Liljedahl, Nea-Stina Kauppakorkeakoulu School of Business and Economics Taloustieteet Business and Economics Jyväskylän yliopisto University of Jyväskylä
author_sort Liljedahl, Nea-Stina
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description Kuluttajat, brändit sekä yritykset operoivat monikanavaympäristössä. Vaikka kuluttaja-brändi-kohtaamispisteet ovat laajasti keskusteltu aihe ja moni taho käyttää kohtaamispistetermiä, syvällinen ymmärrys kohtaamispisteistä monikanavaisessa ympäristössä uupuu. Lisäksi selkeää kohtaamispistepolkua ei ole kirjallisuudessa luotu. Pienetkin kokemukset vaikuttavat brändikuvaan ja kokonaisarvioon yrityksestä. Yrityksien tietämys kaikista kohtaamisista mahdollistaa kuluttajaan ja brändikuvaan vaikuttamisen kohtaamisten kautta. Yrityksellä täytyy olla ensin tietämys, milloin, missä ja miten kuluttajapisteet tapahtuvat. Kuluttaja liikkuu ketterästi ja nopeasti monikanavaympäristössä, joten kuluttaja-brändi-kohtaamiset ja niiden polku ovat monipuolisia. Tutkimuksen tavoitteet olivat kohtaamispisteiden selvittäminen ja kohtaamispistepolun muodostus. Tätä varten luotiin uniikki, kaksivaiheinen kvalitatiivinen tutkimusmenetelmä. Koehenkilöt valokuvasivat mitä tahansa, mikä sai heidät ajattelemaan tapausbrändiä kuukauden ajan. Toisena osana oli haastattelu, jossa valokuvat toimivat ”mieleenpalautusapuna.” Kuvat mahdollistivat pääsyn tutkittavien henkilökohtaiseen elämään, jossa kohtaamiset realistisestikin tapahtuvat ja kohtaamisten myöhemmän tutkimisen. Haastattelut olivat puolistrukturoituja ja kaksivaiheisia; koehenkilöt puhuivat vapaasti kuvistaan ja tilanteista niiden takana, minkä jälkeen esitettiin kysymyksiä. Tutkimuksen tulokset ehdottavat, että kuluttaja-brändi-kohtaamispistepolku on lyhyt. Mikäli ensimmäinen kohtaaminen brändin kanssa on vahva ja luo välittömän positiivisen brändikuvan, polku alusta ostovaiheeseen voi olla vain 3-5 kohtaamista pitkä. Tapausbrändin kohdalla tällaisia kohtaamisia olivat WoM, brändin näkeminen käytössä ja testaus. Kohtaamispisteiden tunnistaminen toteutui onnistuneesti uniikilla tutkimusmetodilla ja tuloksena oli suuri määrä kohtaamisia monikanavaympäristössä. Lisäksi tunnistetut kohtaamispisteet jakautuivat tasaisesti offline- ja online-kanavissa; kohtaamisia tapahtuu laajasti monikanavaympäristössä. Lisäksi yksittäisiä, positiivisen kuvan tapausbrändistä luovia kohtaamispisteitä tunnistettiin metodin kautta. Consumers, brands, and companies operate in an omnichannel environment nowadays. Even though the touchpoints between a consumer and brand are widely discussed and the term used by different parties, understanding of the touchpoints in the offline and online environments is lacking and a clear touchpoint path is not recognized. All the smallest consumer-brand interactions have an impact on the consumer’s brand image and evaluation of a company. Thus, it is important for a company to know all the possible touchpoints. The company can also develop and affect the consumer through the touchpoints, but they need to be recognized first; when, where, and how the brand and consumer intersect. Consumers move agilely and quickly in the omnichannel environment which affects the touchpoints and the touchpoint path becomes more varied. In order to fulfill the objectives of this study, recognize all the possible touchpoints between the case brand and consumers and to form a path of the them, a unique, two-part qualitative research methodology was created. The subjects took photos of anything that triggered them to think of the brand for a period of one month. Next, interviews were conducted in which the photos served as recalling-aid. The photos enabled the research to access the subjects’ personal life where the consumer-brand intersections realistically occur. The photos also ensured that the touchpoints can be examined later in the research. The interviews included two parts; free-speaking part of the taken photos and semi-structured interview part. The results of this study suggest that the consumer-brand touchpoint path is relative short. If the consumers’ first touchpoints are strong and create an immediate, good image of the brand, the path from the beginning to the purchase may be only 3-5 touchpoints long. For the case brand of this study, consumer-brand intersections that created a short path were WoM, seeing the brand in use or testing the brand. The unique research method also served successfully the purposes of the study. Additionally, it can be indicated based on the recognized touchpoints that the consumers have touchpoints evenly in the offline and online environments. Individual consumer-brand intersections that create an immediate, positive image of the case brand were also recognized through the research method.
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spellingShingle Liljedahl, Nea-Stina Recognizing consumer-brand touchpoints in the omnichannel environment and forming a touchpoint path touchpoints touchpoint path consumer-brand touchpoint Markkinointi Marketing 20423 brändit markkinointi brändäys kuluttajat kuluttajakäyttäytyminen brands marketing branding consumers consumer behaviour
title Recognizing consumer-brand touchpoints in the omnichannel environment and forming a touchpoint path
title_full Recognizing consumer-brand touchpoints in the omnichannel environment and forming a touchpoint path
title_fullStr Recognizing consumer-brand touchpoints in the omnichannel environment and forming a touchpoint path Recognizing consumer-brand touchpoints in the omnichannel environment and forming a touchpoint path
title_full_unstemmed Recognizing consumer-brand touchpoints in the omnichannel environment and forming a touchpoint path Recognizing consumer-brand touchpoints in the omnichannel environment and forming a touchpoint path
title_short Recognizing consumer-brand touchpoints in the omnichannel environment and forming a touchpoint path
title_sort recognizing consumer brand touchpoints in the omnichannel environment and forming a touchpoint path
title_txtP Recognizing consumer-brand touchpoints in the omnichannel environment and forming a touchpoint path
topic touchpoints touchpoint path consumer-brand touchpoint Markkinointi Marketing 20423 brändit markkinointi brändäys kuluttajat kuluttajakäyttäytyminen brands marketing branding consumers consumer behaviour
topic_facet 20423 Marketing Markkinointi branding brands brändit brändäys consumer behaviour consumer-brand touchpoint consumers kuluttajakäyttäytyminen kuluttajat marketing markkinointi touchpoint path touchpoints
url https://jyx.jyu.fi/handle/123456789/69979 http://www.urn.fi/URN:NBN:fi:jyu-202006164212
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