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[{"key": "dc.contributor.advisor", "value": "Munnukka, Juha", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Slavov, Mikael", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2021-06-29T07:12:31Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2021-06-29T07:12:31Z", "language": null, "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2021", "language": "", "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/76892", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Asiakkaan tulkinta h\u00e4nen saamastaan arvosta on useissa eri metodeilla ja eri aikaan toteutetuissa tutkimuksissa todettu olevan kaikista t\u00e4rkein ja kattavin ennustava tekij\u00e4, joka vaikuttaa asiakastyytyv\u00e4isyyteen. Vastaavasti asiakastyytyv\u00e4isyyden merkitys yrityksen pitk\u00e4n aikav\u00e4lin menestykselle on nykyisen markkinointikirjallisuuden valossa kiistaton. Yritysten on oltava erityisen tietoisia siit\u00e4, mist\u00e4 tekij\u00f6ist\u00e4 heid\u00e4n tuottamansa arvo asiakkaalle koituu. Haastavan tutkimuskohteen asiakasarvosta tekee sen abstrakti ja moniulotteinen luonne. Yksinkertaisimmillaan asiakasarvo on m\u00e4\u00e4ritelty asiakkaan saamien eri hy\u00f6tyjen kokonaisuutena. Asiakkaat kokevat n\u00e4m\u00e4 hy\u00f6dyt moniulotteisina sek\u00e4 kuluttajaliiketoiminnassa ett\u00e4 yritysten v\u00e4lisess\u00e4 liiketoiminnassa. \n T\u00e4ss\u00e4 Pro Gradussa k\u00e4sitell\u00e4\u00e4n asiakkaan kokemaa arvoa ja tutkitaan asiakasarvon muodostumista yritysten v\u00e4lisiss\u00e4 liikesuhteissa. Tutkimusosiossa haastatellaan seitsem\u00e4\u00e4 B2B-asiakasta, ja esiin nousevien teemojen avulla analysoidaan, mist\u00e4 heid\u00e4n kokemansa arvo muodostuu. Aiheesta tehdyn kirjallisuuden antamien implikaatioiden mukaisesti my\u00f6s t\u00e4ss\u00e4 tutkielmassa B2B-asiakkaat kokevat arvon moniulotteisena \u2013 pelkk\u00e4 hinta ei riit\u00e4 pitk\u00e4aikaisen asiakassuhteen muodostumiseen, eik\u00e4 hintaa n\u00e4hty t\u00e4rkeimp\u00e4n\u00e4 p\u00e4\u00e4t\u00f6ksentekokriteerin\u00e4. Palvelun on oltava j\u00e4rkev\u00e4sti hinnoiteltu ja toimittava hyvin, mutta haastateltavat antavat huomattavan suuren arvon my\u00f6s tunteille, ilmapiirille ja yhteisten kohtaamisten laadulle. Markkinointikirjallisuudessa on viime vuosien aikana alettu enemmiss\u00e4 m\u00e4\u00e4rin kiinnitt\u00e4m\u00e4\u00e4n huomiota B2B-liiketoimintasuhteiden pehme\u00e4\u00e4n arvonluontimekaniikkaan, ja useat viimeaikaiset aiheesta tehdyt tutkimukset allekirjoittavat emotionaalisen ja sosiaalisen arvoulottuvuuden merkityksen asiakasarvon muodostumiseen B2B-markkinoilla. Eritt\u00e4in tiiviin kilpailun vuoksi pelk\u00e4ll\u00e4 hinnalla myyminen on t\u00e4m\u00e4n tutkielman ja aiheesta tehdyn kirjallisuuden valossa harvoin otollinen pitk\u00e4n aikav\u00e4lin B2B-asiakashankintastrategia. \n Haastatteluiden perusteella asiakkaat pit\u00e4v\u00e4t t\u00e4rke\u00e4n\u00e4, ett\u00e4 liiketoimintakumppani on proaktiivinen ja oma-aloitteinen, ja konkreettisesti osoittaa v\u00e4litt\u00e4v\u00e4ns\u00e4 asiakkuudesta ja asiakkaan liiketoiminnasta. Mik\u00e4li n\u00e4in ei tapahdu, voi asiakas kokea oston j\u00e4lkeist\u00e4 kognitiivista dissonanssia, muodostaa negatiivisia asenteita palveluntarjoajaa kohtaan ja koettu asiakasarvo voi heikenty\u00e4.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Miia Hakanen (mihakane@jyu.fi) on 2021-06-29T07:12:31Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2021-06-29T07:12:31Z (GMT). No. of bitstreams: 0\n Previous issue date: 2021", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "79", "language": "", "element": "format", "qualifier": "extent", "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": "asiakasarvo", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "liiketoimintasuhteet", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "B2B", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "dissonanssi", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "hintaoikeudenmukaisuus", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Asiakkaan kokeman arvon muodostuminen yritysten v\u00e4lisess\u00e4 liiketoimintasuhteessa", "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-202106294082", "language": "", "element": "identifier", "qualifier": "urn", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Master\u2019s thesis", "language": "en", "element": "type", "qualifier": "ontasot", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Pro gradu -tutkielma", "language": "fi", "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", 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"schema": "dc"}, {"key": "dc.subject.yso", "value": "liikesuhteet", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "hinnoittelu", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "palvelut", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "kognitiivinen dissonanssi", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "asiakastyytyv\u00e4isyys", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.rights.url", "value": "https://rightsstatements.org/page/InC/1.0/", "language": null, "element": "rights", "qualifier": "url", "schema": "dc"}]
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