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[{"key": "dc.contributor.advisor", "value": "Lepp\u00e4niemi, Matti", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Kaj\u00e1n, Saaga", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2023-08-21T05:18:46Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2023-08-21T05:18:46Z", "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/123456789/88591", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Kilpailun kiristyminen, digitalisaation ja muuttuvat kuluttajatarpeet ovat aiheuttaneet merkitt\u00e4vi\u00e4 muutoksia yrityksien v\u00e4liseen kilpailuun kirja-alan markkinoilla. 2020-luvulla yritysten kilpailu tulee entist\u00e4 enemm\u00e4n keskittym\u00e4\u00e4n asiakaskokemukseen. T\u00e4m\u00e4 edellytt\u00e4\u00e4 yrityksilt\u00e4 strategioita, joiden avulla pystyt\u00e4\u00e4n tarjoamaan onnistuneempia asiakaskokemuksia kuin kilpailijat, mik\u00e4 johtaa kilpailuedun syntymiseen. \nDigitalisaation kautta \u00e4\u00e4nikirjojen yleistyminen on mullistanut kirja-alaa ja vaikuttaneet sen toimijoihin. \u00c4\u00e4nikirjojen nopea suosion kasvu on avannut uusia markkinoita. Lis\u00e4ksi uudet liiketoimintamallit ovat muuttaneet kirjallisuuden kuluttamista ja kulttuuria. \nPro gradu -tutkielman tavoitteena on selvitt\u00e4\u00e4, mist\u00e4 tekij\u00f6ist\u00e4 kirja-alan asiakasl\u00e4ht\u00f6isyys ja asiakaskokemus rakentuvat. Lis\u00e4ksi tutkimuksessa kartoitetaan digitalisaation tuomia mahdollisuuksia kirja-alan yrityksille. Tutkimus toteutettiin kvalitatiivisena tutkimuksena ja tutkimuksen aineistoa ker\u00e4ttiin teemahaastatteluiden avulla. Tutkimuksen tarkoituksena oli kuvata laajempaa ilmi\u00f6t\u00e4, mink\u00e4 takia haastateltavat valittiin etuk\u00e4teen ennalta m\u00e4\u00e4r\u00e4tyll\u00e4 perusteella. Haastateltaviksi valikoitui kuusi henkil\u00f6\u00e4, jotka ovat olleet tai ovat nyky\u00e4\u00e4n kirja-alalla t\u00f6iss\u00e4. Haastatteluaineisto litteroitiin ja haastatteluaineisto analysoitiin sis\u00e4lt\u00f6analyysin avulla. Tarkoituksena oli l\u00f6yt\u00e4\u00e4 toistuvia teemoja, joista selvi\u00e4isi kokonaiskuva ilmi\u00f6st\u00e4. \nTutkimuksen tuloksena tunnistettiin asiakasl\u00e4ht\u00f6isyyden ja asiakaskokemuksen kasvava merkitys muuttuvassa liiketoimintaymp\u00e4rist\u00f6ss\u00e4. Tuloksista voidaan my\u00f6s todeta, ett\u00e4 asiakkaiden tarpeet ja ostok\u00e4ytt\u00e4ytyminen ovat muuttuneet digitalisaation ja \u00e4\u00e4nikirjojen kautta.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Paivi Vuorio (paelvuor@jyu.fi) on 2023-08-21T05:18:46Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2023-08-21T05:18:46Z (GMT). No. of bitstreams: 0\n Previous issue date: 2023", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "68", "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": "lukuaikapalvelu", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Asiakasl\u00e4ht\u00f6isyys kirja-alalla", "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-202308214689", "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": "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": "asiakasl\u00e4ht\u00f6isyys", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "asiakaskokemus", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "digitalisaatio", "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": "kirjat", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "yritysstrategiat", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "kirja-ala", "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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