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[{"key": "dc.contributor.advisor", "value": "Munnukka, Juha", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Horttanainen, Ella", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2021-11-16T05:52:39Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2021-11-16T05:52:39Z", "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/123456789/78665", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Asiakasdatan on perinteisesti n\u00e4hty hy\u00f6dytt\u00e4v\u00e4n p\u00e4\u00e4asiassa niit\u00e4 ker\u00e4\u00e4v\u00e4\u00e4 yrityst\u00e4. Viime vuosikymmenin\u00e4 suosiota kasvattaneiden palvelukeskeisten liiketoimintamallien sek\u00e4 arvon yhteisluonnin ansiosta asiakasdatan rooli on kuitenkin muuttunut, ja dataa k\u00e4ytet\u00e4\u00e4n yh\u00e4 enemm\u00e4n my\u00f6s asiakkaan hyv\u00e4ksi. N\u00e4iden muutosten seurauksena on kehitetty my\u00f6s uusia palveluja, joiden avulla yritykset voivat jakaa dataa asiakkaiden kanssa ja n\u00e4in osallistua asiakkaan arvonluontiprosesseihin.\nT\u00e4m\u00e4n tutkimuksen tavoitteena on selvitt\u00e4\u00e4 asiakasdatan k\u00e4\u00e4nteisen k\u00e4yt\u00f6n vaikutuksia asiakkaan kokemaan arvoon, asenteisiin ja asiakasuskollisuuden mittareihin (maksuaikomus ja suositteluaikomus) sek\u00e4 n\u00e4iden k\u00e4sitteiden v\u00e4lisiin suhteisiin. Tutkimus tehtiin yhteisty\u00f6ss\u00e4 Suomessa toimivan \u00e4\u00e4ni- ja e-kirjojen suoratoistopalvelu Storytelin kanssa. Tutkimus toteutettiin kvantitatiivisena tutkimuksena, jossa aineistonkeruumenetelm\u00e4n\u00e4 hy\u00f6dynnettiin internet-kysely\u00e4. Tutkimusongelman selvitt\u00e4miseksi sama kysely l\u00e4hetettiin kahdelle asiakasryhm\u00e4lle, joista vain toinen oli altistettu asiakasdatan k\u00e4\u00e4nteiselle k\u00e4yt\u00f6lle. Kahdesta tutkimusryhm\u00e4st\u00e4 saadut tulokset yhdistettiin ensin yhdeksi aineistoksi ja analysoitiin sen j\u00e4lkeen SPSS- ja Smart PLS -ohjelmistojen avulla.\nAineistosta saatujen tulosten mukaan asiakasdatan k\u00e4\u00e4nteisell\u00e4 k\u00e4yt\u00f6ll\u00e4 on suora positiivinen vaikutus koettuun arvoon, maksuaikomukseen sek\u00e4 suositteluaikomukseen. Ilmi\u00f6n vaikutuksesta koetun arvon ja uskollisuuden mittareiden v\u00e4lisiin suhteisiin ei kuitenkaan saatu tilastollisesti merkitsevi\u00e4 tuloksia. Tulokset vahvistuvat my\u00f6s koetun arvon positiivisen vaikutuksen maksuaikomukseen, suositteluaikomukseen ja asenteisiin palvelua kohtaan, sek\u00e4 positiivisen vaikutussuhteen asenteiden, maksuaikomuksen ja suositteluaikomuksen v\u00e4lill\u00e4.\nTutkimustulosten pohjalta voidaan rohkaista yrityksi\u00e4 kehitt\u00e4m\u00e4\u00e4n lis\u00e4\u00e4 asiakasdataa hy\u00f6dynt\u00e4vi\u00e4 palveluja ja ty\u00f6kaluja, sill\u00e4 tulosten mukaan asiakasdatan k\u00e4\u00e4nteisell\u00e4 k\u00e4yt\u00f6ll\u00e4 on vahva suora vaikutus sek\u00e4 koettuun arvoon, ett\u00e4 v\u00e4lillisesti my\u00f6s asiakasuskollisuuteen. Ilmi\u00f6n ymm\u00e4rryst\u00e4 voidaan lis\u00e4t\u00e4 tulevissa tutkimuksissa, jolloin my\u00f6s asiakasdatan k\u00e4\u00e4nteisen k\u00e4yt\u00f6n vaikutuksia koskeviin k\u00e4yt\u00e4nn\u00f6n kysymyksiin voidaan vastata paremmin.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Customer data has long been viewed as a resource that mainly benefits the company that is collecting it. However, due to the increased popularity of service-based business models and ideas of value co-creation, the role of customer data has changed and the value created from customer data has shifted to focus more on customers themselves. As a result of these changes, new services have been developed that are giving data back to customers and creating value for them in the process.\nThe objective of this research is to investigate the impact of data-based value creation towards customer\u2019s perceived value, attitudes and customer loyalty measures (payment intention and recommend intention) as well as the relationships between these concepts. The research was done in cooperation with Storytel, an audiobook and e-book streaming service operating in Finland. The empirical part of the research was conducted as a quantitative research, in which the data was collected via an internet survey. To investigate the research questions, two identical surveys were created and sent to a group that had been exposed to reverse use of customer data as well as a control group, in order to compare the two research groups with each other. The results of the two surveys were first combined and then analyzed by using SPSS and Smart PLS software.\nThe results of this research indicate that the reverse use of customer data has a direct positive effect on perceived value, payment intention and recommend intention. However, there were no significant results regarding its effect on the relationship between perceived value and the loyalty measures. The results also displayed significant positive relationships between perceived value and payment intention, recommend intention and attitude towards the service, as well as significant positive relationships between attitude, payment intention and recommend intention. \nThe findings can be used as an encouragement for companies to develop tools and services that utilize reverse use of customer data, since it has a strong direct influence on perceived value, which eventually also affects customer loyalty. More practical research questions regarding the effects of reverse use of customer data can be addressed in future research once the phenomenon gains more understanding.", "language": "en", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Paivi Vuorio (paelvuor@jyu.fi) on 2021-11-16T05:52:39Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2021-11-16T05:52:39Z (GMT). No. of bitstreams: 0\n Previous issue date: 2021", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "60", "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": "eng", "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": "customer data", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "reverse use of customer data", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "service-dominant logic", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "value co-creation", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "perceived value", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "attitude towards a service", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "payment intention", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "recommend intention", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "From customer data to customer's data : reverse use of customer data as a tool for value co-creation", "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-202111165678", "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": "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": "asiakastiedot", "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": "asiakkuudenhallinta", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "asiakasl\u00e4ht\u00f6isyys", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "palveluliiketoiminta", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "arvonluonti", "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": "customer information", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "services", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "customer relationship management", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "customer orientation", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "service business", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "value creation", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "marketing", "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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