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[{"key": "dc.contributor.advisor", "value": "Lepp\u00e4niemi, Matti", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Halonen, Hanna", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2020-09-28T06:24:49Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2020-09-28T06:24:49Z", "language": null, "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2020", "language": "", "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/71906", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Sek\u00e4 kuluttajak\u00e4ytt\u00e4ytyminenett\u00e4 v\u00e4hitt\u00e4iskaupan toimintaovat muuttuneet voimakkaastietenkin viimeisten vuosien aikana. Kuluttajat ovat siirtyneet k\u00e4ytt\u00e4m\u00e4\u00e4n useita eri kanavia kaikissa ostoprosessin vaiheissa ja odottavat markkinoijalta saumatonta asiakaskokemusta. V\u00e4hitt\u00e4iskauppaa koskevissa tutkimuksissa onkin siirrytty monikanavaisuudesta omnikanavaisuuteen, jossa kanavien v\u00e4linen vuorovaikutus ja integrointi tulisi ottaa huomioon ja jossa tavoitteena on tarjota kuluttajalle saumaton asiakaskokemus. Aikaisemmissa tutkimuksissa on kuitenkin todettu, ett\u00e4 siirtyminen omnikanavaisuuteen on yksi keskeisin v\u00e4hitt\u00e4iskaupan haaste. T\u00e4ss\u00e4 tutkimuksessa tarkasteltiin suomalaisia yksityisi\u00e4 apteekkeja, jotka ovat juuri t\u00e4ll\u00e4 hetkell\u00e4 laajentamassa toimintaansa aktiivisesti digitaalisiin kanaviin ja etenkin verkkokauppaan. Tutkimuksen tarkoitus oli lis\u00e4t\u00e4 ymm\u00e4rryst\u00e4 siit\u00e4, miten omnikanavaisuus ilmenee apteekkien toiminnassa. Tutkimusaineisto ker\u00e4ttiin laadullisesti haastattelemalla apteekin markkinoinnin parissa ty\u00f6skennelleit\u00e4 henkil\u00f6it\u00e4 sek\u00e4 analysoimalla apteekkien toimintaa heid\u00e4n verkkokauppasivustoilansa. Aineisto analysoitiin teoriaohjaavan sis\u00e4ll\u00f6nanalyysin avulla. Tutkimustulosten perusteella voidaan todeta, ett\u00e4 monet tekniset asiat, kuten hinta- ja tuotetietojen integrointi sek\u00e4 logistiikka- ja muut transaktiotekij\u00e4t on huomioitu kanavien yhdist\u00e4misess\u00e4. Apteekeilla on kuitenkin viel\u00e4 matkaa siihen, ett\u00e4 toiminta olisi t\u00e4ysin omnikanavaista. Kehitett\u00e4v\u00e4\u00e4 on etenkin asiakastietojen integroinnissa sek\u00e4 siin\u00e4, ett\u00e4 palvelut, kuten l\u00e4\u00e4keneuvonta, saataisiin laajemmin siirretty\u00e4 verkkoon ja ett\u00e4 kanavien v\u00e4linen vuorovaikutus n\u00e4kyisi my\u00f6s esimerkiksi p\u00e4ivitt\u00e4isiss\u00e4 prosesseissa ja henkil\u00f6kunnan toiminnassa. Tutkimuksen perusteella apteekkien kannattaakin jatkossa tavoitella kokonaisvaltaisempaa kanavien integrointia. Tutkimuksen tulokset viittasivat my\u00f6s siihen, ett\u00e4 uudet digitaaliset kanavat miellet\u00e4\u00e4n apteekeissa usein lis\u00e4palveluksi. Omnikanavaisuuden n\u00e4k\u00f6kulmasta olisi kuitenkin t\u00e4rke\u00e4\u00e4, ett\u00e4 kanavia pyritt\u00e4isiin johtamaan yhten\u00e4isesti. Kuluttajalla ei viel\u00e4 ole mahdollisuutta vapaasti valita mieleist\u00e4 apteekkiasiointikanavaa eik\u00e4 toisaalta mahdollisuutta siirty\u00e4 esteett\u00f6m\u00e4sti kanavasta toiseen.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Paivi Vuorio (paelvuor@jyu.fi) on 2020-09-28T06:24:49Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2020-09-28T06:24:49Z (GMT). No. of bitstreams: 0\n Previous issue date: 2020", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "79", "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": "omnikanavaisuus", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "verkko-apteekkialusta", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Kohti omnikanavaisuutta : case suomalaiset apteekit", "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-202009285981", "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": "verkkokauppa", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "digitaalinen markkinointi", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "apteekit", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "asiakaskokemus", "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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