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[{"key": "dc.contributor.advisor", "value": "Uusitalo, Outi", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Tornberg, Vilhelmiina", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2023-07-24T05:48:13Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2023-07-24T05:48:13Z", "language": null, "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2023", "language": "", "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/88446", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Markkinoinnin kirjallisuuden mukaan yritysten taloudellinen kannattavuus voidaan saavuttaa keskittym\u00e4ll\u00e4 asiakashankinnan lis\u00e4ksi olemassa olevien asiakkaiden pysyvyyden hallintaan. Kannattavuuden maksimoivassa asiakaspysyvyyden hallinnassa strategiset toimet sidotaan asiakkuuden kannattavuuteen, eli arvoon, jota yksitt\u00e4inen asiakas tuo yritykselle asiakassuhteen keston my\u00f6t\u00e4. T\u00e4m\u00e4n Pro Gradu -tutkimuksen tarkoituksena oli selvitt\u00e4\u00e4, kuinka suomalaiset Pk-verkkokaupat hallitsevat kannattavien asiakassuhteiden pysyvyytt\u00e4. Tutkimus toteutettiin kvalitatiivisen, puolistrukturoidun teemahaastattelun avulla. Haastatteluihin valikoitui viisi verkkokauppatoimijaa sek\u00e4 kolme verkkokauppojen markkinoinnin parissa ty\u00f6skentelev\u00e4\u00e4 digimarkkinoinnin asiantuntijaa. Haastateltavat valittiin hy\u00f6dynt\u00e4m\u00e4ll\u00e4 harkinnanvaraista otantaa sek\u00e4 lumipallo-otantaa. Aineiston analysointi toteutettiin teemoittelun ja tyypittelyn avulla. Tutkimuksen tuloksista ilmeni, ett\u00e4 tutkittavat hallitsevat asiakaspysyvyytt\u00e4 osittain kuuden eri strategian avulla. Kyseisten strategioiden avulla tutkittavat pyrkiv\u00e4t vaikuttamaan kuluttajan odotetun arvonjaon havainnon, vaihtamisen esteiden, koetun palvelun laadun sek\u00e4 koetun luottamuksen kautta syntyv\u00e4\u00e4n asiakaspysyvyyteen. Tutkimuksesta ilmeni, ett\u00e4 tutkittavat arvioivat jossain m\u00e4\u00e4rin asiakaskannattavuutta, vaikkakin tarkkojen arviointien tekeminen koettiin haastavaksi resurssien puuteen vuoksi. Yleisimm\u00e4ksi tutkimuksessa ilmenev\u00e4ksi asiakaskannattavuuden arvioinnin mittariksi nousi CLV eli asiakkuuden elinajanarvo. Tutkimuksesta tunnistettiin my\u00f6s asiakaskannattavuuden arvioinnin toimenpiteit\u00e4, kuten asiakasdataan perustuvia arvioita. Vaikka tutkittavat pyrkiv\u00e4t osittain arvioimaan asiakassuhteiden kannattavuutta, odotetun arvonjaon havaintoa lukuun ottamatta asiakaspysyvyyden strategioita kohdistetaan l\u00e4ht\u00f6kohtaisesti kaikille asiakkaille ilman, ett\u00e4 strategian k\u00e4yt\u00f6ss\u00e4 huomioidaan erikseen asiakaskannattavuus.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Paivi Vuorio (paelvuor@jyu.fi) on 2023-07-24T05:48:13Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2023-07-24T05:48:13Z (GMT). No. of bitstreams: 0\n Previous issue date: 2023", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "71", "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": null, "element": "rights", "qualifier": null, "schema": "dc"}, {"key": "dc.subject.other", "value": "asiakassuhteiden hallinta", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "asiakaspysyvyys", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "kannattavat asiakkaat", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "CLV", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Kannattavien asiakassuhteiden pysyvyyden hallinta suomalaisella Pk-verkkokauppakent\u00e4ll\u00e4", "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-202307244571", "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", "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.copyright", "value": "\u00a9 The Author(s)", "language": null, "element": "rights", "qualifier": "copyright", "schema": "dc"}, {"key": "dc.rights.accesslevel", "value": "restrictedAccess", "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": "asiakkaat", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "kannattavuus", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "asiakkuudenhallinta", "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"}, {"key": "dc.rights.accessrights", "value": "The author has not given permission to make the work publicly available electronically. Therefore the material can be read only at the archival workstation at Jyv\u00e4skyl\u00e4 University Library (https://kirjasto.jyu.fi/collections/archival-workstation).", "language": "en", "element": "rights", "qualifier": "accessrights", "schema": "dc"}, {"key": "dc.rights.accessrights", "value": "Tekij\u00e4 ei ole antanut lupaa avoimeen julkaisuun, joten aineisto on luettavissa vain Jyv\u00e4skyl\u00e4n yliopiston kirjaston arkistoty\u00f6semalta. Ks. https://kirjasto.jyu.fi/kokoelmat/arkistotyoasema..", "language": "fi", "element": "rights", "qualifier": "accessrights", "schema": "dc"}]
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