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Asiakaslähtöistä markkinointia : Case: Laureamko
(Laurea-ammattikorkeakoulu, 2015)
Vuonna 2013 Laureamko päivitti strategiansa ja uuden strategian pohjalta vuonna 2014 Laureamkossa uudistettiin visuaalista ilmettä ja brändiä. Näiden uudistuksien myötä koettiin myös, että Laureamko tarvitsee markkinointisuunnitelman, sillä...
The objective of this thesis was to create an operational marketing plan and develop new marketing activities to Laurea’s student union, Laureamko. The objective of the marketing plan was to clarify Laureamko’s strategy as well to highlight important marketing activities. The marketing plan was drawn up to make Laureamko’s marketing more customer-driven. The author of this thesis has been working in Laureamko since 2011. In 2014 Laureamko reformed its branding and the visual appearance and therefore a marketing plan was needed as well as it did not have one from before. The theoretical framework consists of service marketing and marketing planning with relevant sub-topics. The theory also processes marketing in a non-profit organization and marketing trends. The thesis is based on service design, whose methods were used. The marketing plan was carried out with a three-phase service design model. The phases were un-derstanding, generating and realizing. The phase of understanding was to create ab image of the organization’s current situation, its environment and customers. The data was collected through a SWOT analysis, customer questionnaire and benchmarking. Based to this data, Laureamko’s marketing mix, which clarifies important marketing processes, was established. As a result of this thesis, the marketing plan was handed over to the commissioner. The marketing plan included a description of the company and its operating environment, a description of important continuing marketing operations and an introduction to new individual marketing actives. Detailed scheduling was omitted due to the nature of the organization....
The objective of this thesis was to create an operational marketing plan and develop new marketing activities to Laurea’s student union, Laureamko. The objective of the marketing plan was to clarify Laureamko’s strategy as well to highlight important marketing activities. The marketing plan was drawn up to make Laureamko’s marketing more customer-driven. The author of this thesis has been working in Laureamko since 2011. In 2014 Laureamko reformed its branding and the visual appearance and therefore a marketing plan was needed as well as it did not have one from before. The theoretical framework consists of service marketing and marketing planning with relevant sub-topics. The theory also processes marketing in a non-profit organization and marketing trends. The thesis is based on service design, whose methods were used. The marketing plan was carried out with a three-phase service design model. The phases were un-derstanding, generating and realizing. The phase of understanding was to create ab image of the organization’s current situation, its environment and customers. The data was collected through a SWOT analysis, customer questionnaire and benchmarking. Based to this data, Laureamko’s marketing mix, which clarifies important marketing processes, was established. As a result of this thesis, the marketing plan was handed over to the commissioner. The marketing plan included a description of the company and its operating environment, a description of important continuing marketing operations and an introduction to new individual marketing actives. Detailed scheduling was omitted due to the nature of the organization....
Palvelukonseptin laajentaminen lounasruokailuun keilahallilla
(Laurea-ammattikorkeakoulu, 2015)
Tämän opinnäytetyön tarkoituksena on arvioida lounasruokailun kannattavuutta ja siihen vaikuttavia tekijöitä keilahallilla. Tavoitteena on luoda toimintasuunnitelma lounasruokapalvelun toteuttamiseksi ja ruokapalveluiden kehittämiseksi...
The purpose of this thesis is to estimate a lunch dining service’s profitability and its factors at a bowling alley. The objective is to create a strategy for implementation and further devel-opment of the lunch dining service. The commissioner of this thesis is a bowling alley located in the metropolitan area. The commissioner would like to diversify the bowling alley’s ser-vices and increase the sales with food services. The development of the service concept was studied from the customers’ and service provid-er’s perspective. The core concepts from the customer’s perspective are customer service, customer orientation and perceived service quality. From the service provider’s perspective the advancement of the service concept in this thesis is about developing the food service production to a profitable business. The possibilities of the lunch dining service were first considered by analyzing the operating environment and lunch services nearby. The customers’ perspective was studied by qualita-tive customer survey and observation. The service provider’s perspective was obtained by analyzing the operating environment and observing at the bowling alley. The two perspectives were combined onto customer-oriented blueprint diagrams, which were used to develop and visualize the plan of action of the lunch dining service. The blueprint diagrams were chosen for developing and describing the service strategy because blueprinting highlights connections between the customers’ and provider’s processes and the influence of invisible processes to the quality of the customer service. The demand for a lunch dining service is seen sufficient alongside with the broad lunch ser-vices nearby by fulfilling wishes of the customers and marketing the service enough to create a flow of customers. In addition to the flow of customers, a profitable service requires cor-recting the development targets. The discovered targets in need of development are increas-ing to the monitoring of production and listening to customers. There is no monitoring of wastage. Collecting customer feedback should be more active. The supply order chain should have a system of food production....
The purpose of this thesis is to estimate a lunch dining service’s profitability and its factors at a bowling alley. The objective is to create a strategy for implementation and further devel-opment of the lunch dining service. The commissioner of this thesis is a bowling alley located in the metropolitan area. The commissioner would like to diversify the bowling alley’s ser-vices and increase the sales with food services. The development of the service concept was studied from the customers’ and service provid-er’s perspective. The core concepts from the customer’s perspective are customer service, customer orientation and perceived service quality. From the service provider’s perspective the advancement of the service concept in this thesis is about developing the food service production to a profitable business. The possibilities of the lunch dining service were first considered by analyzing the operating environment and lunch services nearby. The customers’ perspective was studied by qualita-tive customer survey and observation. The service provider’s perspective was obtained by analyzing the operating environment and observing at the bowling alley. The two perspectives were combined onto customer-oriented blueprint diagrams, which were used to develop and visualize the plan of action of the lunch dining service. The blueprint diagrams were chosen for developing and describing the service strategy because blueprinting highlights connections between the customers’ and provider’s processes and the influence of invisible processes to the quality of the customer service. The demand for a lunch dining service is seen sufficient alongside with the broad lunch ser-vices nearby by fulfilling wishes of the customers and marketing the service enough to create a flow of customers. In addition to the flow of customers, a profitable service requires cor-recting the development targets. The discovered targets in need of development are increas-ing to the monitoring of production and listening to customers. There is no monitoring of wastage. Collecting customer feedback should be more active. The supply order chain should have a system of food production....
Yhtyebrändin rakentaminen - Case Constables
(Laurea-ammattikorkeakoulu, 2015)
Tämän opinnäytetyön aiheena oli selvittää brändin rakentamista Constables-yhtyeelle. Mu-siikkialalla kilpailu on kovaa ja yhtyeitä on paljon, joten vahvan brändin ja tunnistettavuuden luo-minen on tärkeää yhtyeen kasvulle. Vahvan brändin ja...
The subject of this thesis was to research the brand developing of the band Constables. The music industry is very competitive, and as a result the importance of a strong brand is important when trying to succeed as a band. With a strong brand and marketing bands are able to reach a wider audience and enable their success. The objective of the thesis was to produce a development plan for the brand of Constables. The thesis was commissioned by the band Constables, which is a Finnish quartet that plays alternative rock. The key concepts of the thesis were brand, content marketing, social media and blue ocean strategy. These concepts were defined in the theoretical framework. The research method used in the thesis was theme interview. The interviewee was a professional in the music industry, who also had experience with working with Constables. The brand development plan was based on the results of the interview and the theoretical framework. The result of the thesis was a development plan for the brand of the band Constables. The key development areas of the plan were personalized messages and the use of pictures on Facebook, producing band merchandise, co-working with companies and communities and publishing singles along with music videos....
The subject of this thesis was to research the brand developing of the band Constables. The music industry is very competitive, and as a result the importance of a strong brand is important when trying to succeed as a band. With a strong brand and marketing bands are able to reach a wider audience and enable their success. The objective of the thesis was to produce a development plan for the brand of Constables. The thesis was commissioned by the band Constables, which is a Finnish quartet that plays alternative rock. The key concepts of the thesis were brand, content marketing, social media and blue ocean strategy. These concepts were defined in the theoretical framework. The research method used in the thesis was theme interview. The interviewee was a professional in the music industry, who also had experience with working with Constables. The brand development plan was based on the results of the interview and the theoretical framework. The result of the thesis was a development plan for the brand of the band Constables. The key development areas of the plan were personalized messages and the use of pictures on Facebook, producing band merchandise, co-working with companies and communities and publishing singles along with music videos....
Sisäisen viestinnän kehittäminen kulttuurikeskuksessa
(Laurea-ammattikorkeakoulu, 2015)
viestinnän toimivuuttaa eri toimijoiden välillä Hanasaaressa. Tavoitteena oli antaa Hanasaarelle mahdollisuus parantaa sen sisäistä viestintää. Tämän tavoitteen saavuttamiseksi tuli työssä selvittää tarkoin, miten sisäinen viestintä toimii ja mitkä ovat sen...
The subject of the thesis was the development of internal communication. The thesis was commissioned by The Finnish-Swedish Culture Center Hanasaari which is located in Espoo. The purpose of the thesis was to examine how internal communication works between different parts of the working environment. The objective was to develop ways to improve internal communication at Hanasaari. The theoretical section of the work is devided into different elements. Major theoretical themes were internal communication and communicational tools. The theoretical section especially covers the meaning of communication in a working environment. It also helps to understand the reasons for communication and why it is so important at the workplace. The theoretical section also consists theory about the used research methods. The main methods used in this thesis were data analysis and theme interview. The data analysis is a useful method for a qualitative research. The theme interview on the other hand allows keeping the focus on the themes that were decided beforehand. The results are covered widely. One of the results was the communicational tools used in Hanasaari. The use of the tools provides a wide range of challenges and questions about their functionality. The development of electronic ways of communicating and the importance of personal contact were highlighted in the results. Combining these different ways of communicating was also important. The importance of getting and giving feedback was also noticeable. The respect of internal customers was linked to this. It can be stated based on the results that internal customership needs to be developed further. Some conclusions were established. One of these was the development of the intranet in Hanasaari. There is still room for improvement in the use and utilization of the intranet. One of the conclusions was that there is not just one communication tool that works at Hanasaari, but several. The traditional tools and the newer electronic tools are there to complete and support each other. The need to develop the concept of internal customership and also the internalizing it are real. Most of the challenges are linked to the difference in ways of working and the processes. There is a real passion to develop procedures at Hansaari....
The subject of the thesis was the development of internal communication. The thesis was commissioned by The Finnish-Swedish Culture Center Hanasaari which is located in Espoo. The purpose of the thesis was to examine how internal communication works between different parts of the working environment. The objective was to develop ways to improve internal communication at Hanasaari. The theoretical section of the work is devided into different elements. Major theoretical themes were internal communication and communicational tools. The theoretical section especially covers the meaning of communication in a working environment. It also helps to understand the reasons for communication and why it is so important at the workplace. The theoretical section also consists theory about the used research methods. The main methods used in this thesis were data analysis and theme interview. The data analysis is a useful method for a qualitative research. The theme interview on the other hand allows keeping the focus on the themes that were decided beforehand. The results are covered widely. One of the results was the communicational tools used in Hanasaari. The use of the tools provides a wide range of challenges and questions about their functionality. The development of electronic ways of communicating and the importance of personal contact were highlighted in the results. Combining these different ways of communicating was also important. The importance of getting and giving feedback was also noticeable. The respect of internal customers was linked to this. It can be stated based on the results that internal customership needs to be developed further. Some conclusions were established. One of these was the development of the intranet in Hanasaari. There is still room for improvement in the use and utilization of the intranet. One of the conclusions was that there is not just one communication tool that works at Hanasaari, but several. The traditional tools and the newer electronic tools are there to complete and support each other. The need to develop the concept of internal customership and also the internalizing it are real. Most of the challenges are linked to the difference in ways of working and the processes. There is a real passion to develop procedures at Hansaari....
Lentohintojen sisältämät palvelut, lisäpalvelu ja niiden näkyvyys nettimatkatoimistoissa
(Laurea-ammattikorkeakoulu, 2015)
Tämä opinnäytetyö liittyi Finnair Oyj:n lanseeraamaan uuteen Light–lipputyyppiin, johon ei sisälly matkatavaraa. Tarkoituksena oli kartoittaa Finnair Oyj:lle lentohintojen sisältämien palvelujen näkyvyyttä nettimatkatoimistojen verkkosivuilla...
Finnair Ltd implemented a new ticket type Light which included hand baggage only. The purpose of this thesis was to study the visibility of included services in online travel agencies’ (OTA) websites. Information on benefits and ancillaries was analyzed on various sites. Whether baggage information was displayed to the customer was specifically observed. The objective of the thesis was to provide explicit information to the commissioner on how services and ancillaries are displayed in different distribution channels. The research focused in particular on visibility of baggage information either as an allowance or whether it can be purchased as an additional service. An analysis was made of OTA websites within Europe and Middle-East. The theoretical section described the operational environment, pricing, branding, services and ancillaries. Both qualitative and quantitative methods were used to ensure a more accurate outcome. Document, content and subjects analyses were carried out. The research was based on information collected from the selected OTA sites within the predefined area, after which the results were compiled and analyzed. The written information was converted into a numerical format to enable to combine the results and present them in graphs. Finnair’s customer oriented solution was to give the Light ticket type only to those travel agencies that clearly display baggage information to the customer before ticket purchase. The objective of the research was to examine which travel agents comply with this. The collected information was sent once a week to the commissioner to enable usage in decision making....
Finnair Ltd implemented a new ticket type Light which included hand baggage only. The purpose of this thesis was to study the visibility of included services in online travel agencies’ (OTA) websites. Information on benefits and ancillaries was analyzed on various sites. Whether baggage information was displayed to the customer was specifically observed. The objective of the thesis was to provide explicit information to the commissioner on how services and ancillaries are displayed in different distribution channels. The research focused in particular on visibility of baggage information either as an allowance or whether it can be purchased as an additional service. An analysis was made of OTA websites within Europe and Middle-East. The theoretical section described the operational environment, pricing, branding, services and ancillaries. Both qualitative and quantitative methods were used to ensure a more accurate outcome. Document, content and subjects analyses were carried out. The research was based on information collected from the selected OTA sites within the predefined area, after which the results were compiled and analyzed. The written information was converted into a numerical format to enable to combine the results and present them in graphs. Finnair’s customer oriented solution was to give the Light ticket type only to those travel agencies that clearly display baggage information to the customer before ticket purchase. The objective of the research was to examine which travel agents comply with this. The collected information was sent once a week to the commissioner to enable usage in decision making....
Palvelupistetoiminnan asiakaskokemuksen kartoitus
(Laurea-ammattikorkeakoulu, 2015)
Asiakkaan kokema palvelukokemus on yritykselle elintärkeää vankan asiakaskunnan säilyttämisessä. Tämän opinnäytetyön tarkoituksena on selvittää Espoon Yhteispalvelun asiakkaiden asiakaskokemus ja mistä se koostuu. Tarkoituksena oli myös selvittää...
Purpose of this thesis is to find out what builds the customer experience for customers using Espoo Citizen Services and what is their current experience of the service and how customer experience can be improved. Espoo Citizen Services wanted to research what are the customer opinions about current opening hours, customer service and service selection. As results for the research it was important to find some areas which would be available for improvement. Main themes for this thesis were different elements on which customer service builds on. These elements include customer satisfaction, different factors of service quality and different methods to measure customer experience, which introduces the five factors for service quality. These methods were used as a basis for the interview form. Qualitative interview was the main research method used. Interviewer wanted to understand customer behavior occurring in service event and what builds the customer experience in their own words. Observation was also used as a research method between interviews. It was possible to observe customers’ and customer service personnel’s actions. Interviews were held in two differ-ent Citizen Services service points during May. Research resulted on 24 interviews, which is a good amount of answers for qualitative research. It was possible to find habits for service usage as a result of the interviews. It was discovered that clients don’t use or know about different services provided in Citizen Services service points. Still customers are happy with the current selection of services and don’t wish for more options. Customer service is considered as fast and easy to use, still there was brought up some development areas which would be important to focus on. Research pointed out several issues which were changed to development suggestions. Most important development suggestions were changing the opening hours and changing customer feedback system to electronic instead of paper forms provided in service points. Customers think that it would be important to improve the visibility of different services provided in Citizen Services service points. One of the development suggestions was to strengthen the service procedures for customer service personnel. Client was satisfied with the research and results. Research can be possible to replicate if Citizen Services finds it necessary. It is effective way to examine customer experience....
Purpose of this thesis is to find out what builds the customer experience for customers using Espoo Citizen Services and what is their current experience of the service and how customer experience can be improved. Espoo Citizen Services wanted to research what are the customer opinions about current opening hours, customer service and service selection. As results for the research it was important to find some areas which would be available for improvement. Main themes for this thesis were different elements on which customer service builds on. These elements include customer satisfaction, different factors of service quality and different methods to measure customer experience, which introduces the five factors for service quality. These methods were used as a basis for the interview form. Qualitative interview was the main research method used. Interviewer wanted to understand customer behavior occurring in service event and what builds the customer experience in their own words. Observation was also used as a research method between interviews. It was possible to observe customers’ and customer service personnel’s actions. Interviews were held in two differ-ent Citizen Services service points during May. Research resulted on 24 interviews, which is a good amount of answers for qualitative research. It was possible to find habits for service usage as a result of the interviews. It was discovered that clients don’t use or know about different services provided in Citizen Services service points. Still customers are happy with the current selection of services and don’t wish for more options. Customer service is considered as fast and easy to use, still there was brought up some development areas which would be important to focus on. Research pointed out several issues which were changed to development suggestions. Most important development suggestions were changing the opening hours and changing customer feedback system to electronic instead of paper forms provided in service points. Customers think that it would be important to improve the visibility of different services provided in Citizen Services service points. One of the development suggestions was to strengthen the service procedures for customer service personnel. Client was satisfied with the research and results. Research can be possible to replicate if Citizen Services finds it necessary. It is effective way to examine customer experience....
Osaamispääoman lisääminen palvelumuotoiluprosessia hyödyntäen
(Laurea-ammattikorkeakoulu, 2015)
nykyosaaminen, suunnitella ja toteuttaa koulutus. Osaamisen kehittäminen edellyttää yrityksen oman henkilöstön potentiaalin tunnistamista eli
mitä kykyjä henkilöstöllä jo on ja minkälainen kyvykkyyspotentiaali on vielä mahdollista saavuttaa. Henkilön...
The purpose of this thesis is to develop an education model to Palmia for increasing the knowledge capital of the personnel by utilizing the service design process. The objective of the thesis is to develop Palmia personnel’s knowledge by surveying their current know-how as well as to plan and implement the education required. Competence development requires an identification of the potential of the company's own personnel. It is essential to examine what skills the personnel already has and what kind of potential is still possible to achieve. The ability to learn consists of the acquisition of new knowledge, understanding and internalization of the knowledge. This information, which an individual has acquired and internalized, becomes a part of the person's knowledge base. Competence in the development process is examined by service design methodology, which is supporting a person’s acquisition of new knowledge and learning. Exploiting service design methodology helps scholars to analyze individual knowledge and development, as well as the productivity of the target company and the trainees. The service design concept is based on customer experience and service. The service design process emphasizes the individual importance of the service transaction and how the individual user experiences the transaction. The starting point of service design is to understand the individual user and his behavior, needs and motivation factors. Understanding the individual user helps a company to improve its service production and also brings added value to the company. The theoretical framework was based on literature on competence mapping and knowledge capital of people working in education. The empirical section is based on the experiential and constructivist educational model. The selected education model has the advantage of utilizing the trainees’ earlier experience in the learning process. The main development method of the study was skills mapping, retrieved from the competence scope. A SWOT analysis was established, which shows the trainees’ strengths and weaknesses. Based on the results increasing the theoretical knowledge and teaching hand skills were the selected areas of improvement. The main result of the thesis is an education model, which increases personnel’s knowledge capital. The education model was built to Palmia. Based on the results of the training session, it can be stated that the education model was able to increase the skills of the personnel....
The purpose of this thesis is to develop an education model to Palmia for increasing the knowledge capital of the personnel by utilizing the service design process. The objective of the thesis is to develop Palmia personnel’s knowledge by surveying their current know-how as well as to plan and implement the education required. Competence development requires an identification of the potential of the company's own personnel. It is essential to examine what skills the personnel already has and what kind of potential is still possible to achieve. The ability to learn consists of the acquisition of new knowledge, understanding and internalization of the knowledge. This information, which an individual has acquired and internalized, becomes a part of the person's knowledge base. Competence in the development process is examined by service design methodology, which is supporting a person’s acquisition of new knowledge and learning. Exploiting service design methodology helps scholars to analyze individual knowledge and development, as well as the productivity of the target company and the trainees. The service design concept is based on customer experience and service. The service design process emphasizes the individual importance of the service transaction and how the individual user experiences the transaction. The starting point of service design is to understand the individual user and his behavior, needs and motivation factors. Understanding the individual user helps a company to improve its service production and also brings added value to the company. The theoretical framework was based on literature on competence mapping and knowledge capital of people working in education. The empirical section is based on the experiential and constructivist educational model. The selected education model has the advantage of utilizing the trainees’ earlier experience in the learning process. The main development method of the study was skills mapping, retrieved from the competence scope. A SWOT analysis was established, which shows the trainees’ strengths and weaknesses. Based on the results increasing the theoretical knowledge and teaching hand skills were the selected areas of improvement. The main result of the thesis is an education model, which increases personnel’s knowledge capital. The education model was built to Palmia. Based on the results of the training session, it can be stated that the education model was able to increase the skills of the personnel....
Palvelukonseptin kehittäminen elämykselliselle tapahtumapäivälle
(Laurea-ammattikorkeakoulu, 2015)
uusissa ympäristöissä. Opinnäytetyön tavoitteena oli suunnitella toimeksiantajalle Sibelius 150 -juhlavuonna toistettava palvelukonsepti ja kuvata tapahtumapäivän kulkua palvelublueprint-kaavion avulla. Palvelukonseptin avulla toimeksiantajalle tarjottiin...
The objective of this functional thesis was to develop a repeatable service concept for a memorable event day. The thesis was commissioned by the project Tapahtumajuna, which is a new cultural tourism concept launched in 2014. During 2015 the 150th anniversary of Finnish composer Jean Sibelius will be celebrated. The service concept was created for the Sibelius -train as a part of Tapahtumajuna’s Sibelius on rails -project, whose purpose is to play the music of Jean Sibelius in new environments. The primary objective of this thesis was to create a repeatable service concept and make it tangible by exploiting service blueprint. The developed service concept for a memorable event day gives guidelines and ideas for the commissioner to plan Sibelius- trains and event days in the future. The theoretical section of this thesis was based on memorable customer experience, event organizing and creating a service concept. In order to create a memorable event day, it was important to understand the content and the realms of memorable customer experience. Before drawing up the successful repeatable event day it was necessary to carry out the main steps of event planning and gain knowledge of developing service concepts. The service concept was created by using Service Design methods. Stefan Moritz’s (2005) six stages of Service Design were re-created in three stages; understanding, generating and realizing. The service concept was planned together with customers and specialists. In the understanding stage data from customers and specialists was collected by using several methods; brainstorming, semi-structured interviews, theme-centered interview and customer observation. In the generating stage the collected data was exploited by creating customer personas for the Sibelius- train. The generating process of the service concept was based on the ideas from customers and specialists. In the final stage, realizing, the generated service concept was explained in writing and visualized in service blueprint. The outcome of this thesis was to create a service concept, which includes guidelines and a service blueprint for the memorable event day. Even though it was not possible to implement the event day, the commissioner of the Tapahtumajuna -project estimated that the concept is practical and useful. The visualized service concept gives customer-based ideas for the commissioner to plan and implement similar event days. Keywords: event planning, memorable customer experience, service concept...
The objective of this functional thesis was to develop a repeatable service concept for a memorable event day. The thesis was commissioned by the project Tapahtumajuna, which is a new cultural tourism concept launched in 2014. During 2015 the 150th anniversary of Finnish composer Jean Sibelius will be celebrated. The service concept was created for the Sibelius -train as a part of Tapahtumajuna’s Sibelius on rails -project, whose purpose is to play the music of Jean Sibelius in new environments. The primary objective of this thesis was to create a repeatable service concept and make it tangible by exploiting service blueprint. The developed service concept for a memorable event day gives guidelines and ideas for the commissioner to plan Sibelius- trains and event days in the future. The theoretical section of this thesis was based on memorable customer experience, event organizing and creating a service concept. In order to create a memorable event day, it was important to understand the content and the realms of memorable customer experience. Before drawing up the successful repeatable event day it was necessary to carry out the main steps of event planning and gain knowledge of developing service concepts. The service concept was created by using Service Design methods. Stefan Moritz’s (2005) six stages of Service Design were re-created in three stages; understanding, generating and realizing. The service concept was planned together with customers and specialists. In the understanding stage data from customers and specialists was collected by using several methods; brainstorming, semi-structured interviews, theme-centered interview and customer observation. In the generating stage the collected data was exploited by creating customer personas for the Sibelius- train. The generating process of the service concept was based on the ideas from customers and specialists. In the final stage, realizing, the generated service concept was explained in writing and visualized in service blueprint. The outcome of this thesis was to create a service concept, which includes guidelines and a service blueprint for the memorable event day. Even though it was not possible to implement the event day, the commissioner of the Tapahtumajuna -project estimated that the concept is practical and useful. The visualized service concept gives customer-based ideas for the commissioner to plan and implement similar event days. Keywords: event planning, memorable customer experience, service concept...
Tapahtumakonseptin luominen jalkapallo-ottelun puoliajalle
(Laurea-ammattikorkeakoulu, 2015)
Opinnäytetyössä luodaan palvelumuotoilun avulla valmis tapahtumakonsepti jalkapallo-ottelun puoliajalle. Toimeksiantajana toimii nuori markkinointi- ja tapahtumatoimisto. Opinnäytetyön tarkoituksena on luoda tuotantovalmis tapahtumakonsepti, jonka...
In this thesis an event concept is being created for the halftime of a football game by using service design. The commissioner is a young marketing and event company. The purpose of the thesis is to create a production-ready event concept that would make football games more entertaining and bring more spectators to football games. There is a need to gain more visibility and profit to the commissioner with the help of the concept. The need and opportunity to create a concept has become necessary due to an intense cooperation between the commissioner and a customer. The theoretical section of the thesis introduces conceptualizing services, event conceptualizing, event management and sport and football events. The event concept is created by using service design process phases; understanding, generating and creating. Different and typical service design tools have been used in this project and they have been precisely chosen to reach the final concept. Service design is adapted according to the models established by Tuulaniemi (2011) and Moritz (2005). The development process advances in phases; understanding, generating and creating. In the first phase the background to the project is clarified, the commission and the commissioner are introduced to build a base for the project with the help of different research tools. The tool used in the understanding phase is interview and on the base of the interviews a mind-map is created. In the generating phase concepts are established by using the so-called 8x8 idea creation method based on the information collected in the previous understanding phase. The results are analyzed with a SWOT-analysis. The analysis provides information about the different concept ideas’ strenghts, weaknesses, opportunities and threats. One event concept is selected to the creating phase and a prototype made of it is drawn up. In this thesis the prototype has been implemented in the form of an event concept plan. A production-ready event concept for the halftime of football games was the result of the thesis. The commissioner has evaluated the event concept. The concept answers the commis-sioner’s goals and wishes....
In this thesis an event concept is being created for the halftime of a football game by using service design. The commissioner is a young marketing and event company. The purpose of the thesis is to create a production-ready event concept that would make football games more entertaining and bring more spectators to football games. There is a need to gain more visibility and profit to the commissioner with the help of the concept. The need and opportunity to create a concept has become necessary due to an intense cooperation between the commissioner and a customer. The theoretical section of the thesis introduces conceptualizing services, event conceptualizing, event management and sport and football events. The event concept is created by using service design process phases; understanding, generating and creating. Different and typical service design tools have been used in this project and they have been precisely chosen to reach the final concept. Service design is adapted according to the models established by Tuulaniemi (2011) and Moritz (2005). The development process advances in phases; understanding, generating and creating. In the first phase the background to the project is clarified, the commission and the commissioner are introduced to build a base for the project with the help of different research tools. The tool used in the understanding phase is interview and on the base of the interviews a mind-map is created. In the generating phase concepts are established by using the so-called 8x8 idea creation method based on the information collected in the previous understanding phase. The results are analyzed with a SWOT-analysis. The analysis provides information about the different concept ideas’ strenghts, weaknesses, opportunities and threats. One event concept is selected to the creating phase and a prototype made of it is drawn up. In this thesis the prototype has been implemented in the form of an event concept plan. A production-ready event concept for the halftime of football games was the result of the thesis. The commissioner has evaluated the event concept. The concept answers the commis-sioner’s goals and wishes....
The Log Out Zone –palveluprosessien mallinnus ja kehittäminen
(Laurea-ammattikorkeakoulu, 2015)
Opinnäytetyön tavoitteena oli selvittää Radisson Blu Hotel Espoon kahden osaston palveluprosessien toteutumista, mallintaa palveluprosessit ja tehdä kehitysehdotuksia toiminnan ja työtehon paran-tamiseksi. Hotelli- ja ravintola-alalla ei pysty enää...
In this thesis the main objective was to research the service processes of two departments in Radis-son Blu Hotel Espoo, modelize these service processes and make suggestions for the improvement of actions and work efficiency. In the hospitality industry it is not possible to compete with only high quality physical products, such as a hotel room and bed, but it is extremely important to invest in customers’ experience and exceed their expectations. There is a good chance to affect custom-ers’ experience after assessing the most convenient parts in the processes. Each Radisson Blu Hotel in Finland has its own identity, which is wanted to be shown in everyday routines. A new service concept and identity in Radisson Blu Hotel Espoo is The Log Out Zone. The main purpose of the thesis was to develop actions by improving customers’ experience and integrate a service culture by introducing The Log Out Zone –concept to everyday work. The theoretical framework is divided into two sections. The first section discusses service and it concentrates on the essential parts of the service concept; product, processes and people. The second section focuses on the customer oriented approach and the meaning of the customer expe-rience for the company. This section highlights how experience can be produced for a customer with implementing tangible and intangible factors. Another point discussed is how the customer experience can be managed. In order to create service process models both hidden and committed observations were used in Radisson Blu Hotel Espoo. The processes are modeled with a customer journey map and service blueprint map. Models were established for two departments of the hotel, reception and break-fast. The sticking points of the service and touchpoints that can be affected with The Log Out Zone customer experience were spotted. The main components of The Log Out Zone service culture are distinguished and explained. The last section envisions how customer experience can be improved and how the The Log Out Zone concept can be more visible in order to improve service quality. The development proposals can improve actions in Radisson Blu Hotel Espoo regarding customers’ experience and they also allow to predict actions for different occasions. The proposals can be used in determining The Log Out Zone service culture and in improving customers’ experiences. The created service models can also be used in the future in order to make some innovations when specific touch points need to be altered....
In this thesis the main objective was to research the service processes of two departments in Radis-son Blu Hotel Espoo, modelize these service processes and make suggestions for the improvement of actions and work efficiency. In the hospitality industry it is not possible to compete with only high quality physical products, such as a hotel room and bed, but it is extremely important to invest in customers’ experience and exceed their expectations. There is a good chance to affect custom-ers’ experience after assessing the most convenient parts in the processes. Each Radisson Blu Hotel in Finland has its own identity, which is wanted to be shown in everyday routines. A new service concept and identity in Radisson Blu Hotel Espoo is The Log Out Zone. The main purpose of the thesis was to develop actions by improving customers’ experience and integrate a service culture by introducing The Log Out Zone –concept to everyday work. The theoretical framework is divided into two sections. The first section discusses service and it concentrates on the essential parts of the service concept; product, processes and people. The second section focuses on the customer oriented approach and the meaning of the customer expe-rience for the company. This section highlights how experience can be produced for a customer with implementing tangible and intangible factors. Another point discussed is how the customer experience can be managed. In order to create service process models both hidden and committed observations were used in Radisson Blu Hotel Espoo. The processes are modeled with a customer journey map and service blueprint map. Models were established for two departments of the hotel, reception and break-fast. The sticking points of the service and touchpoints that can be affected with The Log Out Zone customer experience were spotted. The main components of The Log Out Zone service culture are distinguished and explained. The last section envisions how customer experience can be improved and how the The Log Out Zone concept can be more visible in order to improve service quality. The development proposals can improve actions in Radisson Blu Hotel Espoo regarding customers’ experience and they also allow to predict actions for different occasions. The proposals can be used in determining The Log Out Zone service culture and in improving customers’ experiences. The created service models can also be used in the future in order to make some innovations when specific touch points need to be altered....









