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[{"key": "dc.contributor.advisor", "value": "Frank, Lauri", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Mali, Eveliina", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2021-12-21T09:05:55Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2021-12-21T09:05:55Z", "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/123456789/79090", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "T\u00e4m\u00e4n pro gradu -tutkielman tavoitteena on lis\u00e4t\u00e4 tietoa asiakaskokemuksen muodostumisesta omni-kanavaisessa ostoprosessissa. Tutkimus on toteutettu kirjallisuuskatsauksen ja empiirisen tutkimuksen keinoin. Omni-kanavainen palvelu on asiakaskeskeinen n\u00e4k\u00f6kulma myyntiin, jossa integroidut kanavat muodostavat saumattoman asiakaskokemuksen. Omni-kanavainen palveluymp\u00e4rist\u00f6 kattaa kaikki asiakkaan ja br\u00e4ndin v\u00e4liset kanavat ja n\u00e4iden sis\u00e4iset kontaktipisteet. Kontaktipisteet voivat olla yrityksen tai asiakkaan omistamia, kumppanien toteuttamia, sosiaalisia tai ulkoisia. Kontaktipisteiden sarjasta koostuu asiakasmatka, josta puhutaan ostamisen kontekstissa usein ostoprosessina. Fenomenografinen tutkimus toteutettiin puolistrukturoituina teemahaastatteluina. Haastattelurunko liitettiin kirjallisuuskatsauksen perusteella muodostettuun tutkimuksen teoreettiseen viitekehykseen omni-kanavaisesta ostoprosessista. Tutkimuksessa haastateltiin kymment\u00e4 26\u201330-vuotiasta suomalaista nuorta aikuista, jotka olivat ostaneet vaatebr\u00e4ndi R-Collectionin tuotteita jostain digitaalisesta tai fyysisest\u00e4 myyntikanavasta. Haastatteluissa kartoitettiin haastateltavien kokemuksia. Sis\u00e4ll\u00f6n analyysimenetelm\u00e4n\u00e4 olivat teemoittelu ja narratiivinen analyysi. Tutkimuksen tulosten perusteella muodostettiin yksityiskohtainen malli omni-kanavaisen asiakaskokemuksen muodostumisesta. Tutkimuksen tulokset tukivat n\u00e4kemyst\u00e4, jonka mukaan asiakaskokemus rakentuu omni-kanavaisessa palvelussa kaikissa asiakkaan ja br\u00e4ndin v\u00e4lisiss\u00e4 kontaktipisteiss\u00e4. Lis\u00e4ksi jokainen ostoprosessi ja kokemus oli yksil\u00f6llinen ja moniulotteinen kanavak\u00e4yt\u00f6n osalta. Asiakaskokemus muodostui subjektiivisesti. Muodostumiseen vaikutti kokemuksen ulottuvuudet ja asiakkaan odotukset. Odotukset muodostuivat sen perusteella, millaisia kokemuksia asiakkaalla oli ollut aikaisemmin tarkastelun kohteena olevasta br\u00e4ndist\u00e4 sek\u00e4 sen kilpailijoista. Haastateltavien kertomuksissa esiintyi vertailua sek\u00e4 aiempiin positiivisiin ett\u00e4 negatiivisiin kokemuksiin, jotka muodostivat yhdess\u00e4 asiakkaan odotustason. Tutkimus vahvisti ajatusta, ett\u00e4 yrityksen ulkopuoliset kanavat vaikuttavat asiakaskokemukseen. Omni-kanavaisen asiakaskokemuksen ja ostoprosessin yksil\u00f6llisyyteen vaikuttivat kanavavalinnat sek\u00e4 asiakkaan painottamat arvot ja ominaisuudet tuotteiden valinnassa. T\u00e4m\u00e4 tutkimus t\u00e4ydent\u00e4\u00e4 tunnistettua tutkimusaukkoa omni-kanavaisen asiakkaan perspektiivist\u00e4 toteutettuun asiakasmatkojen ja -kokemusten tarkasteluun.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Miia Hakanen (mihakane@jyu.fi) on 2021-12-21T09:05:55Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2021-12-21T09:05:55Z (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.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": "omni-kanava", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "asiakasmatka", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "ostoprosessi", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Omni-kanavaisen asiakaskokemuksen muodostuminen asiakasmatkalla : haastattelututkimus suomalaisen vaatebr\u00e4ndin asiakkaiden ostokokemuksista", "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-202112216072", "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": "Informaatioteknologian tiedekunta", "language": "fi", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Faculty of Information Technology", "language": "en", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Informaatioteknologia", "language": "fi", "element": "contributor", "qualifier": "department", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Information Technology", "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": "Tietoj\u00e4rjestelm\u00e4tiede", "language": "fi", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Information Systems Science", "language": "en", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "yvv.contractresearch.funding", "value": "0", "language": "", "element": "contractresearch", "qualifier": "funding", "schema": "yvv"}, {"key": "yvv.contractresearch.initiative", "value": "university", "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": "601", "language": "", "element": "subject", "qualifier": "oppiainekoodi", 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