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Asiakaspolun merkitys asiakkaan käyttäytymisen ymmärtämisessä on lisääntyvissä määrin omaksuttu käsite yritysten liiketoiminnassa. Asiakaspolun tunnistetaan olevan monimutkainen B2B ympäristössä, sekä lisäksi digitalisaatio on muokannut asiakaskäyttäytymistä merkittävästi tehden asiakaspolkujen ymmärtämisestä ja hallinnoinnista entistä haastavampaa. B2B asiakaspolun tarjoamista mahdollisuuksista huolimatta, tutkimusta aiheesta on hyvin rajallisesti erityisesti sen erilaisista kontekteista.
Tämän tutkimuksen tarkoituksena on laajentaa ymmärrystä asiakaspolusta teollisten B2B palveluiden kontekstissa. Ymmärrys pyritään saavuttamaan tarkastelemalla asiakaspolun ominaisuuksia, vaiheita, tavoitteita ja kosketuspisteitä. Tutkimus toteutetaan laadullisena tutkimuksena, jonka strategiana on tapaustutkimus. Aineisto kerätään yhdentoista haastattelun avulla. Teollisten B2B palveluiden asiakaspolun kattavan ymmärtämisen saavuttamiseksi haastattelut toteutetaan neljän eri teollisten B2B palveluiden toimittajayrityksen kanssa, joista yhteen keskitytään syvemmin. Lisäksi syvemmin tarkastelussa olevan toimittajayrityksen neljää asiakasta haastatellaan. Kerättyä dataa analysoidaan deduktiivisen analyysimenetelmän avulla, jonka tavoitteena on laajentaa olemassa olevaa tutkimusta uusissa konteksteissa.
Tulokset osoittavat, että asiakaspolku teollisten B2B palveluiden kontekstissa voidaan jakaa seitsemään vaiheeseen, joita ovat tarpeen tunnistaminen, tiedon etsintä, vertailu, valinta, käyttöönotto, käyttö ja uudelleenarvinointi. Tuloksissa korotuu käyttövaiheen, yhteistyön ja suunnittelun merkittävä rooli asiakaspolun ominaisuuksina. Lisäksi tutkimuksessa tunnistetaan erilaisia asiakaspolun tavoitteita, jotka ohjaavat asiakaspolkua. Yksilölliset ja kollektiiviset tavoitteet voidaan jakaa alakategorioihin, joita ovat toimittajaan, talouteen ja prosessiin liittyvät tavoitteet. Yksilöllisten tavoitteiden merkyksen tunnistettiin korostuvan teollisten B2B palveluiden kontekstissa. Viimeiseksi tulokset osoittavat, että digitaaliset ja fyysiset asiakaspolun kosketuspisteet voidaan jakaa ostoon ja asiakassuhteeseen liittyviin kosketuspisteisiin.
Tämä tutkimus tukee aiempaa tutkimusta B2B asiakaspolusta ja tarjoaa siihen muodostetun viitekehyksen avulla uusia näkökulmia keskittyen teollisten B2B palveluiden kontekstiin. Yhdistämällä teoreettisia ja empiirisiä havaintoja tämä tutkimus edistää asiakaspolun ymmärtämistä tässä kontekstissa mahdollistaen sen soveltamisen myös liikkeenjohdollisesta näkökulmasta.
The relevance of the customer journey as a concept in understanding customer behavior has increasingly been adopted in business operations. Customer journeys are recognized to be complex in the B2B environments, and moreover, digitalization has significantly reshaped customer behavior, therefore making the understanding and management of customer journeys more challenging. Despite the opportunities provided by the B2B customer journey, research on the topic is highly limited especially in different B2B contexts.
The objective of this study is to expand the understanding of the customer journey especially in the context of industrial B2B services. Understanding is aimed to be achieved by investigating the defining features, stages, goals, and touchpoints of the customer journey in this context. The research is conducted as a qualitative study, with a case study strategy. The data is collected through eleven interviews. To achieve an understanding of the customer journey in industrial B2B services context, interviews are conducted with four different industrial B2B service provider companies, with a deeper focus on one. Furthermore, interviews are conducted with four customers of the company under closer examination. The collected data is analyzed with a deductive reasoning, aiming to validate and expand existing research.
The findings indicate that the customer journey in the industrial B2B service context consists of seven stages: need recognition, information search, comparison of alternatives, selection, deployment, usage, and reassessment. The findings underscore the critical role of the usage stage, collaboration, and planning as a factor during the customer journey. Additionally, various customer journey goals and touchpoint roles are identified. In the study, customer journey goals can be divided into three sub-categories: provider, financial, and process-related goals. The results indicate an emphasis on individual goals in the context of industrial B2B services. Lastly, the results suggest that both digital and physical touchpoints within the customer journey can be categorized into those associated with purchases and those focused on maintaining customer relationships.
Overall, this study contributes to the existing research of the B2B customer journey and provides new perspectives to the subject through a framework, focusing on the context of industrial B2B services. By integrating empirical and theoretical results, it advances understanding of the customer journey in this context, enabling its implementation from a managerial perspective as well.
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Asiakaspolun tunnistetaan olevan monimutkainen B2B ymp\u00e4rist\u00f6ss\u00e4, sek\u00e4 lis\u00e4ksi digitalisaatio on muokannut asiakask\u00e4ytt\u00e4ytymist\u00e4 merkitt\u00e4v\u00e4sti tehden asiakaspolkujen ymm\u00e4rt\u00e4misest\u00e4 ja hallinnoinnista entist\u00e4 haastavampaa. B2B asiakaspolun tarjoamista mahdollisuuksista huolimatta, tutkimusta aiheesta on hyvin rajallisesti erityisesti sen erilaisista kontekteista.\r\n T\u00e4m\u00e4n tutkimuksen tarkoituksena on laajentaa ymm\u00e4rryst\u00e4 asiakaspolusta teollisten B2B palveluiden kontekstissa. Ymm\u00e4rrys pyrit\u00e4\u00e4n saavuttamaan tarkastelemalla asiakaspolun ominaisuuksia, vaiheita, tavoitteita ja kosketuspisteit\u00e4. Tutkimus toteutetaan laadullisena tutkimuksena, jonka strategiana on tapaustutkimus. Aineisto ker\u00e4t\u00e4\u00e4n yhdentoista haastattelun avulla. Teollisten B2B palveluiden asiakaspolun kattavan ymm\u00e4rt\u00e4misen saavuttamiseksi haastattelut toteutetaan nelj\u00e4n eri teollisten B2B palveluiden toimittajayrityksen kanssa, joista yhteen keskityt\u00e4\u00e4n syvemmin. Lis\u00e4ksi syvemmin tarkastelussa olevan toimittajayrityksen nelj\u00e4\u00e4 asiakasta haastatellaan. Ker\u00e4tty\u00e4 dataa analysoidaan deduktiivisen analyysimenetelm\u00e4n avulla, jonka tavoitteena on laajentaa olemassa olevaa tutkimusta uusissa konteksteissa.\r\n Tulokset osoittavat, ett\u00e4 asiakaspolku teollisten B2B palveluiden kontekstissa voidaan jakaa seitsem\u00e4\u00e4n vaiheeseen, joita ovat tarpeen tunnistaminen, tiedon etsint\u00e4, vertailu, valinta, k\u00e4ytt\u00f6\u00f6notto, k\u00e4ytt\u00f6 ja uudelleenarvinointi. Tuloksissa korotuu k\u00e4ytt\u00f6vaiheen, yhteisty\u00f6n ja suunnittelun merkitt\u00e4v\u00e4 rooli asiakaspolun ominaisuuksina. Lis\u00e4ksi tutkimuksessa tunnistetaan erilaisia asiakaspolun tavoitteita, jotka ohjaavat asiakaspolkua. Yksil\u00f6lliset ja kollektiiviset tavoitteet voidaan jakaa alakategorioihin, joita ovat toimittajaan, talouteen ja prosessiin liittyv\u00e4t tavoitteet. Yksil\u00f6llisten tavoitteiden merkyksen tunnistettiin korostuvan teollisten B2B palveluiden kontekstissa. Viimeiseksi tulokset osoittavat, ett\u00e4 digitaaliset ja fyysiset asiakaspolun kosketuspisteet voidaan jakaa ostoon ja asiakassuhteeseen liittyviin kosketuspisteisiin.\r\n T\u00e4m\u00e4 tutkimus tukee aiempaa tutkimusta B2B asiakaspolusta ja tarjoaa siihen muodostetun viitekehyksen avulla uusia n\u00e4k\u00f6kulmia keskittyen teollisten B2B palveluiden kontekstiin. Yhdist\u00e4m\u00e4ll\u00e4 teoreettisia ja empiirisi\u00e4 havaintoja t\u00e4m\u00e4 tutkimus edist\u00e4\u00e4 asiakaspolun ymm\u00e4rt\u00e4mist\u00e4 t\u00e4ss\u00e4 kontekstissa mahdollistaen sen soveltamisen my\u00f6s liikkeenjohdollisesta n\u00e4k\u00f6kulmasta.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.abstract", "value": "The relevance of the customer journey as a concept in understanding customer behavior has increasingly been adopted in business operations. Customer journeys are recognized to be complex in the B2B environments, and moreover, digitalization has significantly reshaped customer behavior, therefore making the understanding and management of customer journeys more challenging. Despite the opportunities provided by the B2B customer journey, research on the topic is highly limited especially in different B2B contexts.\r\n The objective of this study is to expand the understanding of the customer journey especially in the context of industrial B2B services. Understanding is aimed to be achieved by investigating the defining features, stages, goals, and touchpoints of the customer journey in this context. The research is conducted as a qualitative study, with a case study strategy. The data is collected through eleven interviews. To achieve an understanding of the customer journey in industrial B2B services context, interviews are conducted with four different industrial B2B service provider companies, with a deeper focus on one. Furthermore, interviews are conducted with four customers of the company under closer examination. The collected data is analyzed with a deductive reasoning, aiming to validate and expand existing research.\r\n The findings indicate that the customer journey in the industrial B2B service context consists of seven stages: need recognition, information search, comparison of alternatives, selection, deployment, usage, and reassessment. The findings underscore the critical role of the usage stage, collaboration, and planning as a factor during the customer journey. Additionally, various customer journey goals and touchpoint roles are identified. In the study, customer journey goals can be divided into three sub-categories: provider, financial, and process-related goals. The results indicate an emphasis on individual goals in the context of industrial B2B services. Lastly, the results suggest that both digital and physical touchpoints within the customer journey can be categorized into those associated with purchases and those focused on maintaining customer relationships.\r\n Overall, this study contributes to the existing research of the B2B customer journey and provides new perspectives to the subject through a framework, focusing on the context of industrial B2B services. By integrating empirical and theoretical results, it advances understanding of the customer journey in this context, enabling its implementation from a managerial perspective as well.", "language": "en", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by jyx lomake-julkaisija (jyx-julkaisija.group@korppi.jyu.fi) on 2024-05-20T10:31:58Z\r\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2024-05-20T10:31:58Z (GMT). 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