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[{"key": "dc.contributor.advisor", "value": "Salonen, Anna", "language": null, "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Antila, Janette", "language": null, "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2024-09-06T10:42:41Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2024-09-06T10:42:41Z", "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/123456789/96950", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Teko\u00e4ly on mullistanut digitaalisen markkinoinnin, tarjoten yrityksille ennenn\u00e4kem\u00e4tt\u00f6mi\u00e4 mahdollisuuksia ymm\u00e4rt\u00e4\u00e4 ja palvella asiakkaitaan. Koneoppiminen ja luonnollisen kielen k\u00e4sittely mahdollistavat valtavien datam\u00e4\u00e4rien analysoinnin asiakaskokemuksen personoimiseksi, mik\u00e4 on tehnyt personoinnista keskeisen kilpailutekij\u00e4n digitaalisessa ymp\u00e4rist\u00f6ss\u00e4. Vaikka teko\u00e4lyn ja personoinnin vaikutuksia on tutkittu laajasti, niiden vaikutus suomalaisten kuluttajien asiakaskokemukseen on j\u00e4\u00e4nyt v\u00e4h\u00e4lle huomiolle. T\u00e4m\u00e4 tutkimus pyrkii paikkaamaan t\u00e4m\u00e4n aukon.\n Tutkimuksessa selvitettiin, miten teko\u00e4lyn mahdollistama personointi vaikuttaa suomalaisten kuluttajien asiakaskokemukseen ja asiakasuskollisuuteen, sek\u00e4 tarkasteltiin personoinnin eettisi\u00e4 haasteita yritysten ja kuluttajien n\u00e4k\u00f6kulmasta. Laadulliseen tutkimukseen osallistui kuusi 24\u201362-vuotiasta kuluttajaa eri ammattiryhmist\u00e4. Haastatteluissa keskityttiin osallistujien kokemuksiin teko\u00e4lyn vaikutuksista asiakaskokemukseen, asiakasuskollisuuteen sek\u00e4 yksityisyyteen ja eettisyyteen liittyviin kysymyksiin.\n Tulokset osoittivat, ett\u00e4 useimmat haastateltavat kokivat teko\u00e4lyn ja personoinnin parantavan asiakaskokemusta, erityisesti nopean palvelun, osuvien tuotesuositusten ja sujuvamman ostokokemuksen osalta. Kuitenkin yksityisyyteen ja eettisyyteen liittyv\u00e4t kysymykset, erityisesti datan ker\u00e4\u00e4misen ja k\u00e4yt\u00f6n osalta, her\u00e4ttiv\u00e4t merkitt\u00e4v\u00e4\u00e4 huolta. Teko\u00e4lyn ja personoinnin yhdist\u00e4minen tarjoaa merkitt\u00e4vi\u00e4 mahdollisuuksia asiakaskokemuksen parantamiseen, mutta edellytt\u00e4\u00e4 tarkkaa tasapainottelua hy\u00f6tyjen ja eettisten n\u00e4k\u00f6kohtien v\u00e4lill\u00e4. Tutkimus korostaa l\u00e4pin\u00e4kyvyyden, k\u00e4ytt\u00e4j\u00e4yst\u00e4v\u00e4llisen datahallinnan ja eettisten ohjeistusten merkityst\u00e4, tarjoten arvokasta tietoa yrityksille teko\u00e4lyn vastuullisesta hy\u00f6dynt\u00e4misest\u00e4 digitaalisessa markkinoinnissa.", "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 2024-09-06T10:42:41Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2024-09-06T10:42:41Z (GMT). No. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "89", "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": "fin", "language": null, "element": "language", "qualifier": "iso", "schema": "dc"}, {"key": "dc.rights", "value": "CC BY 4.0", "language": "en", "element": "rights", "qualifier": null, "schema": "dc"}, {"key": "dc.title", "value": "Teko\u00e4ly ja personointi digitaalisessa markkinoinnissa: vaikutukset asiakaskokemukseen ja eettiset haasteet", "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-202409065835", "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": "Markkinointi", "language": "fi", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Marketing", "language": "en", "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/4.0/", "language": null, "element": "rights", "qualifier": "url", "schema": "dc"}]
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