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[{"key": "dc.contributor.advisor", "value": "Niininen, Outi", "language": null, "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Karppanen, Vili", "language": null, "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2024-09-06T07:42:16Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2024-09-06T07:42:16Z", "language": null, "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2024", "language": null, "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/96949", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Customer relationship management (CRM) became an important topic in both research and companies due to technological advancements such as the World Wide Web and innovations in customer database and data warehouse technologies. In today's competitive business landscape, where companies are seeking new ways to differentiate themselves from competitors, one strategy is to implement an individualized CRM strategy that treats customers as unique individuals and relies on effective personalization. This thesis explores the role of personalization in CRM and how AI can enhance personalization. Especially generative AI\u2019s effect on customer acquisition through creation of personalized content will be examined. Using the Stimulus-Organism-Response (SOR) framework, it is hypothesized that generative AI-personalized content (stimulus) influences perceived personalization, perceived value, and satisfaction (organisms), which then lead to purchase intentions (response). A quantitative methodology was adopted, collecting data from 65 participants through an online survey administered in Finnish. The findings indicate that generative AI-personalized content has a stronger impact on perceived personalization compared to non-personalized content, implying that generative AI can effectively be used in the personalization of marketing communications. Moreover, results suggest that perceived personalization enhances perceived value of the content, which in turn, positively affects customer satisfaction. Lastly, the results indicate that customer satisfaction has a positive relationship with purchase intentions. The study also identifies the role of involvement as a control variable influencing purchase intention. Based on this study, leveraging AI for personalization process can facilitate customer relationship initiation.", "language": "en", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Asiakkuudenhallinta (CRM) nousi merkitt\u00e4v\u00e4\u00e4n asemaan sek\u00e4 tutkimuksessa ett\u00e4 yrityksiss\u00e4 teknologisten innovaatioiden, kuten World Wide Webin sek\u00e4 tietokantojen ja -varastojen kehittymisen my\u00f6t\u00e4. Nykyp\u00e4iv\u00e4n liiketoimintaymp\u00e4rist\u00f6n intensiivisen kilpailun keskell\u00e4 yritykset etsiv\u00e4t jatkuvasti uusia keinoja erottautua kilpailijoistaan. Yksi keino on yksil\u00f6idyn CRM- strategian k\u00e4ytt\u00f6\u00f6notto, jossa asiakkaita kohdellaan uniikkeina yksil\u00f6in\u00e4 hy\u00f6dynt\u00e4m\u00e4ll\u00e4 tehokasta personointia. T\u00e4m\u00e4n tutkielman tarkoituksena on tarkastella personoinnin roolia CRM:ss\u00e4 ja kuinka teko\u00e4ly\u00e4 voidaan hy\u00f6dynt\u00e4\u00e4 personoinnissa. Erityisesti markkinointisis\u00e4ll\u00f6n personointi luovalla teko\u00e4lyll\u00e4 ja sen vaikutukset asiakashankintaan ovat tarkastelun kohteena. Stimulus-Organism-Response (SOR) -mallin pohjalta tehtiin hypoteesit, ett\u00e4 luovalla teko\u00e4lyll\u00e4 luotu personoitu sis\u00e4lt\u00f6 (\u00e4rsyke) vaikuttaa koettuun personointiin ja arvoon sek\u00e4 tyytyv\u00e4isyyteen (organismit), joka lopulta johtaa ostoaikomukseen (reaktio). Tutkimusmenetelm\u00e4n\u00e4 k\u00e4ytettiin m\u00e4\u00e4r\u00e4llist\u00e4 eli kvantitatiivista menetelm\u00e4\u00e4. Suomeksi toteutettuun verkkokyselyyn osallistui 65 vastaajaa. Tuloksista voidaan p\u00e4\u00e4tell\u00e4, ett\u00e4 luovalla teko\u00e4lyll\u00e4 personoitu sis\u00e4lt\u00f6 vaikuttaa voimakkaammin koettuun personointiin kuin personoimaton sis\u00e4lt\u00f6, mik\u00e4 viittaa siihen, ett\u00e4 luovaa teko\u00e4ly\u00e4 on mahdollista hy\u00f6dynt\u00e4\u00e4 markkinointiviestinn\u00e4n personoinnin tehostamisessa. Lis\u00e4ksi tulokset viittaavat siihen, ett\u00e4 koettu personointi lis\u00e4\u00e4 asiakkaiden kokemaa arvoa sis\u00e4ll\u00f6st\u00e4, mik\u00e4 puolestaan vaikuttaa positiivisesti asiakastyytyv\u00e4isyyteen. Lopuksi tulokset osoittavat, ett\u00e4 asiakastyytyv\u00e4isyydell\u00e4 on positiivinen vaikutus ostoaikomukseen. Tutkimuksessa tunnistetaan my\u00f6s tuotesitoutumisen vaikutus ostoaikomukseen kontrollimuuttujana. T\u00e4m\u00e4n tutkielman perusteella teko\u00e4lyll\u00e4 on mahdollista tehostaa personointiprosessia asiakassuhteiden aloittamisessa", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by jyx lomake-julkaisija (jyx-julkaisija.group@korppi.jyu.fi) on 2024-09-06T07:42:16Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2024-09-06T07:42:16Z (GMT). No. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "76", "language": null, "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": "CC BY-NC-ND 4.0", "language": "en", "element": "rights", "qualifier": null, "schema": "dc"}, {"key": "dc.title", "value": "Leveraging AI-enabled personalization in customer relationship management", "language": null, "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-202409065834", "language": null, "element": "identifier", "qualifier": "urn", "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.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": "Marketing", "language": "en", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Markkinointi", "language": "fi", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"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.format.content", "value": "fulltext", "language": null, "element": "format", "qualifier": "content", "schema": "dc"}, {"key": "dc.rights.url", "value": "https://creativecommons.org/licenses/by-nc-nd/4.0/", "language": null, "element": "rights", "qualifier": "url", "schema": "dc"}]
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