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Verkossa tapahtuvan suosittelun vaikutukset kuluttajiin
(Laurea-ammattikorkeakoulu, 2014)
kuluttajiin. Alatutkimuskysymysten avulla aihe jaettiin teemoihin, joihin lukeutuvat tuotteet ja palvelut, joista suosituksia haetaan, suositusten käytön kanavat, suosittelun uskottavuus ja suosittelun vaikutus ostokäyttäytymiseen. Näiden teemojen avulla...
This thesis was launched to address the problem concerning consumers’ online recommendation usage and its impact on them. This study is part of a cooperation project between digital marketing think tank, Kurio Ltd. and Laurea University of Applied Sciences. The research results serve parties that are interested in consumers’ choices and usage of web channels. The main research question was divided into four subquestions which formed the themes of the study. The four themes considering recommendations were products and services, web channels, credibility and customers’ purchasing decisions. These themes were set to describe online recommendations as an occurrence rather than produce generalized theory. The theoretical framework of this thesis consists of two sections which are formed according to the thesis title. The theory introduces the different forms of online recommendations and continues with the perspectives on consumer behavior. These perspectives are media literacy, purchase decision making process and the impact of other people’s decisions’ on customers. The theoretical framework of this study is formed from a diverse range of sources from current literature to high-quality online sources. This thesis investigated consumers’ usage of online recommendations by the methods of qualitative research. In this study the methods used were theme interview and observation. By using a theme interview the objective was to find perspectives on how consumers use online recommendations according to them. The purpose of using observation as a method was to figure out what really happens when customers searched for information on the web in order to make a purchase decision. By combining the results of the two methods used in this study the credibility increased significantly. The consumers, who participated in the study, were selected on the basis of their use of online recommendations. This formed a discretionary sample for the study. In total there were two men and three women participating in the study. Their ages varied between 20-54. The results were analyzed with a four-field form and a table describing their usage of web channels. The results demonstrate that online recommendations are a way to explore considerable purchases among consumers. Consumers seem to trust online recommendations which are published by people similar to themselves. The person’s age does not necessarily seem to dictate the intensity rate of using online recommendations. It can also be noticed that there are consumers that have a habit of using online recommendations to almost every purchase they consider and those who seem to manage with less usage. It can be stated that consumers that are used to using the internet seem more likely to end up seeking recommendations and acting according to them....
This thesis was launched to address the problem concerning consumers’ online recommendation usage and its impact on them. This study is part of a cooperation project between digital marketing think tank, Kurio Ltd. and Laurea University of Applied Sciences. The research results serve parties that are interested in consumers’ choices and usage of web channels. The main research question was divided into four subquestions which formed the themes of the study. The four themes considering recommendations were products and services, web channels, credibility and customers’ purchasing decisions. These themes were set to describe online recommendations as an occurrence rather than produce generalized theory. The theoretical framework of this thesis consists of two sections which are formed according to the thesis title. The theory introduces the different forms of online recommendations and continues with the perspectives on consumer behavior. These perspectives are media literacy, purchase decision making process and the impact of other people’s decisions’ on customers. The theoretical framework of this study is formed from a diverse range of sources from current literature to high-quality online sources. This thesis investigated consumers’ usage of online recommendations by the methods of qualitative research. In this study the methods used were theme interview and observation. By using a theme interview the objective was to find perspectives on how consumers use online recommendations according to them. The purpose of using observation as a method was to figure out what really happens when customers searched for information on the web in order to make a purchase decision. By combining the results of the two methods used in this study the credibility increased significantly. The consumers, who participated in the study, were selected on the basis of their use of online recommendations. This formed a discretionary sample for the study. In total there were two men and three women participating in the study. Their ages varied between 20-54. The results were analyzed with a four-field form and a table describing their usage of web channels. The results demonstrate that online recommendations are a way to explore considerable purchases among consumers. Consumers seem to trust online recommendations which are published by people similar to themselves. The person’s age does not necessarily seem to dictate the intensity rate of using online recommendations. It can also be noticed that there are consumers that have a habit of using online recommendations to almost every purchase they consider and those who seem to manage with less usage. It can be stated that consumers that are used to using the internet seem more likely to end up seeking recommendations and acting according to them....
Tapahtumakonseptin kehittäminen palvelumuotoilun avulla, Case Move Wellness Center
(Laurea-ammattikorkeakoulu, 2014)
ja siihen liittyvistä alakäsitteistä. Niiden avulla luotiin teoreettinen kuva tapahtuman järjestämisen vaiheista. Lisäksi tapahtuman järjestämistä lähestyttiin tapahtumakonseptoinnin ja tapahtumamarkkinoinnin näkökulmista, koska tapahtumasta haluttiin...
The objective of this functional thesis was to develop an event concept for an open house event for a local fitness center. This thesis was commissioned by Move Wellness Center which operates in Ymmersta, Espoo. The purpose of the concept was to help the commissioner to organize events more easily and systematically later in the future. The open house event is meant to be held yearly and the purpose of the event is to acquire new customers and reach visibility. By following the concept in planning and creating the event, it is more likely that the organizers will reach their goals. The theoretical framework of this thesis is based on event organizing and its hyponyms; conceptualizing the event and event marketing. In order to understand what the concept contains, it was necessary to carry out the steps included in organizing the event. The functional part of this thesis was created by using Service Design –methods. The six different categories developed by Stefan Moritz were now re-created into three; understanding, generating and realizing. Understanding was the first stage where the data was collected by using a theme interview, brainstorming and benchmarking as research methods. Related to the analyzed results, the theme and contents of the event were chosen. In the generating -stage the created content was first examined in a SWOT analysis and then the concept was developed. In the final stage, which was called realizing, the concept was tested by organizing the event. During the event, feedback from the customers was collected. According to them and to the feedback from the commissioner, the concept was modified. The outcome of this thesis was to create an event concept which gives guidelines and instructions for organizing the open house –event. The event concept includes all the stages from planning to the event day. The documented concept gives tips and a checklist for the organizers and helps to organize a similar event again....
The objective of this functional thesis was to develop an event concept for an open house event for a local fitness center. This thesis was commissioned by Move Wellness Center which operates in Ymmersta, Espoo. The purpose of the concept was to help the commissioner to organize events more easily and systematically later in the future. The open house event is meant to be held yearly and the purpose of the event is to acquire new customers and reach visibility. By following the concept in planning and creating the event, it is more likely that the organizers will reach their goals. The theoretical framework of this thesis is based on event organizing and its hyponyms; conceptualizing the event and event marketing. In order to understand what the concept contains, it was necessary to carry out the steps included in organizing the event. The functional part of this thesis was created by using Service Design –methods. The six different categories developed by Stefan Moritz were now re-created into three; understanding, generating and realizing. Understanding was the first stage where the data was collected by using a theme interview, brainstorming and benchmarking as research methods. Related to the analyzed results, the theme and contents of the event were chosen. In the generating -stage the created content was first examined in a SWOT analysis and then the concept was developed. In the final stage, which was called realizing, the concept was tested by organizing the event. During the event, feedback from the customers was collected. According to them and to the feedback from the commissioner, the concept was modified. The outcome of this thesis was to create an event concept which gives guidelines and instructions for organizing the open house –event. The event concept includes all the stages from planning to the event day. The documented concept gives tips and a checklist for the organizers and helps to organize a similar event again....
Markkinoinnin suunnittelu yhteiskehittämisen työvälineelle - Case CoCo Tool Kit
(Laurea-ammattikorkeakoulu, 2014)
Tässä opinnäytetyössä suunnitellaan markkinointi uudelle yhteiskehittämisen työvälineelle, CoCo Tool Kitille. Se on viiden menetelmän innovaatio, jonka tarkoituksena on parantaa asiakkaan ja palveluliiketoiminnan yrityksen yhteiskehittämisen tilaa...
Planning the Marketing off a Co-Creation Tool – Case CoCo Tool Kit The objective of this thesis is to plan the marketing of a new co-creation tool. This new tool is the CoCo Tool Kit, a five method innovation to improve companies and their customers’ co- creation. The toolkit was developed in the three- year project of Laurea University of Applied Sciences’ Leppävaara unit. The project was called “From the Co-Creation to Co-Production". The development of the toolkit was completed in summer 2013. The product needed to be launched as soon as possible, so the demand for planning the marketing arose. The purpose of this thesis was to create an effective marketing plan for the CoCo Tool Kit. The marketing plan supports Laurea Leppävaara’s Marketing in marketing and selling this product in future. This research was commissioned by the Marketing Planner of Laurea Leppävaara. The purpose of this thesis was to build a base for the product’s marketing. Based on the results the Marketing Planner can design a service concept for the CoCo Tool Kit. The research question was how to organize marketing effectively for an entirely new product directed at business to business markets. The theory base of this thesis consists of introduction to the toolkit and the project; service design, co-creation, business to business marketing and marketing planning. The research method in this thesis was qualitative theme interview. The results obtained with the interviews explained how to organize the marketing for this product and how the product can be marketed effectively. Six people related to the CoCo Tool Kit were interviewed. They were the developers of the product, the Manager of Laurea Leppävaara, the Marketing Planner, a potential client and the Sales Manager of a co-operation company. During marketing planning SWOT analysis was used to investigate the product's strengths, opportunities, weaknesses and threats in the market. Marketing activities were utilized in the creation stage by 8x8 grid. The interview provided a clear understanding of the CoCo Tool Kit and the benefits it provides. Since companies operating in business to business markets gain a better understanding of their clients’ processes, they are capable of solving clients’ problems better and create more value for them. Nowadays, co-creation interests almost every service company but implementing co-creation can be challenging without the right tools. The CoCo Tool Kit responds to the service companies’ need for implementing co-creation and helps to develop their business. This development will increase companies’ profitability in the long run. The study provided answers to the research problem and specific marketing activities were discovered. The final result of this thesis is a marketing plan for the CoCo Tool Kit. The marketing plan is adjustable, simple and practical. The plan consists of the objectives and marketing activities planned for 2014. The marketing of the product will be launched in spring 2014, based on the plan. The marketing plan is presented in the appendices....
Planning the Marketing off a Co-Creation Tool – Case CoCo Tool Kit The objective of this thesis is to plan the marketing of a new co-creation tool. This new tool is the CoCo Tool Kit, a five method innovation to improve companies and their customers’ co- creation. The toolkit was developed in the three- year project of Laurea University of Applied Sciences’ Leppävaara unit. The project was called “From the Co-Creation to Co-Production". The development of the toolkit was completed in summer 2013. The product needed to be launched as soon as possible, so the demand for planning the marketing arose. The purpose of this thesis was to create an effective marketing plan for the CoCo Tool Kit. The marketing plan supports Laurea Leppävaara’s Marketing in marketing and selling this product in future. This research was commissioned by the Marketing Planner of Laurea Leppävaara. The purpose of this thesis was to build a base for the product’s marketing. Based on the results the Marketing Planner can design a service concept for the CoCo Tool Kit. The research question was how to organize marketing effectively for an entirely new product directed at business to business markets. The theory base of this thesis consists of introduction to the toolkit and the project; service design, co-creation, business to business marketing and marketing planning. The research method in this thesis was qualitative theme interview. The results obtained with the interviews explained how to organize the marketing for this product and how the product can be marketed effectively. Six people related to the CoCo Tool Kit were interviewed. They were the developers of the product, the Manager of Laurea Leppävaara, the Marketing Planner, a potential client and the Sales Manager of a co-operation company. During marketing planning SWOT analysis was used to investigate the product's strengths, opportunities, weaknesses and threats in the market. Marketing activities were utilized in the creation stage by 8x8 grid. The interview provided a clear understanding of the CoCo Tool Kit and the benefits it provides. Since companies operating in business to business markets gain a better understanding of their clients’ processes, they are capable of solving clients’ problems better and create more value for them. Nowadays, co-creation interests almost every service company but implementing co-creation can be challenging without the right tools. The CoCo Tool Kit responds to the service companies’ need for implementing co-creation and helps to develop their business. This development will increase companies’ profitability in the long run. The study provided answers to the research problem and specific marketing activities were discovered. The final result of this thesis is a marketing plan for the CoCo Tool Kit. The marketing plan is adjustable, simple and practical. The plan consists of the objectives and marketing activities planned for 2014. The marketing of the product will be launched in spring 2014, based on the plan. The marketing plan is presented in the appendices....
Kuluttajien motivaatiot osallistua ja luoda sisältöä yritysten järjestämissä sosiaalisen median kampanjoissa
(Laurea-ammattikorkeakoulu, 2014)
Tämän opinnäytetyön aiheena on kuluttajien ja yritysten välinen vuorovaikutus sosiaalisessa mediassa. Koska aihe on sellaisenaan liian laaja opinnäytetyöksi, aihe rajattiin koskemaan kuluttajien motivaatioita osallistua sosiaalisessa mediassa...
The subject of this thesis is the communication between the consumer and the company in social media. However, because the subject itself is too broad for a thesis the subject was outlined to concern consumers' motivations to participate in social media in such interaction with the companies in which the consumer is encouraged to create content actively for the company’s use. In this thesis the focus is on consumer generated marketing and crowdsourcing. The purpose is to create more understanding of consumer behavior in social media so that companies are able to utilize social media in their marketing communication more effectively. The objective is to get as versatile and profound understanding of the facts that encourage the consumers to participate and create content for business use. This thesis is part of the Consumer Behavior in Digital Environment project that was carried out in cooperation of Laurea University of Applied Sciences and Kurio Oy. The task in this thesis is to study motivations of consumers with qualitative methods. The main research problem is to examine why consumers participate and create content in social media campaigns arranged by companies. That includes studying the internal and external matters that either strengthen or weaken the motivation as well as finding out the possible differences in motivations between consumers and understanding the needs that generate motivation. The first section of the theoretical framework consists of the definition and discussion of social media marketing, which is one form of companies’ digital marketing. It introduces especially the means that the companies use to encourage consumers to participate in their marketing. In the second section motivations are discussed. At the end of the second section previously conducted studies that are related to the subject in this thesis are being introduced. Those studies are also utilized in the study conducted in this thesis. The data collection methods being used in this study are theme interview and observation. The aim with this approach is to gain more profound points of view on the subject. According to the study conducted in this thesis, the five key motivations are reward, the implementation method of the campaign, fun of doing the task, interesting task and the company itself. In many cases the fun of doing the task was connected with doing the task with friends. In the results the fact that the participation in the campaign has to be easy, quick and effortless was also emphasized. Many participants wanted to help a matter that is important to them in the campaign. Instead, asserting oneself was regarded as undesirable. Generally speaking, on the basis of the study one can say that consumers participate in social media campaigns because they want to have variation and meaningful tasks in their everyday life or because they have a need to get something that they want for example in the form of a prize. In further studies a bigger sample of consumers and consumers of different age groups could be examined to get a wider and more profound understanding of consumers’ motivations....
The subject of this thesis is the communication between the consumer and the company in social media. However, because the subject itself is too broad for a thesis the subject was outlined to concern consumers' motivations to participate in social media in such interaction with the companies in which the consumer is encouraged to create content actively for the company’s use. In this thesis the focus is on consumer generated marketing and crowdsourcing. The purpose is to create more understanding of consumer behavior in social media so that companies are able to utilize social media in their marketing communication more effectively. The objective is to get as versatile and profound understanding of the facts that encourage the consumers to participate and create content for business use. This thesis is part of the Consumer Behavior in Digital Environment project that was carried out in cooperation of Laurea University of Applied Sciences and Kurio Oy. The task in this thesis is to study motivations of consumers with qualitative methods. The main research problem is to examine why consumers participate and create content in social media campaigns arranged by companies. That includes studying the internal and external matters that either strengthen or weaken the motivation as well as finding out the possible differences in motivations between consumers and understanding the needs that generate motivation. The first section of the theoretical framework consists of the definition and discussion of social media marketing, which is one form of companies’ digital marketing. It introduces especially the means that the companies use to encourage consumers to participate in their marketing. In the second section motivations are discussed. At the end of the second section previously conducted studies that are related to the subject in this thesis are being introduced. Those studies are also utilized in the study conducted in this thesis. The data collection methods being used in this study are theme interview and observation. The aim with this approach is to gain more profound points of view on the subject. According to the study conducted in this thesis, the five key motivations are reward, the implementation method of the campaign, fun of doing the task, interesting task and the company itself. In many cases the fun of doing the task was connected with doing the task with friends. In the results the fact that the participation in the campaign has to be easy, quick and effortless was also emphasized. Many participants wanted to help a matter that is important to them in the campaign. Instead, asserting oneself was regarded as undesirable. Generally speaking, on the basis of the study one can say that consumers participate in social media campaigns because they want to have variation and meaningful tasks in their everyday life or because they have a need to get something that they want for example in the form of a prize. In further studies a bigger sample of consumers and consumers of different age groups could be examined to get a wider and more profound understanding of consumers’ motivations....
Toimitila- ja tukipalveluiden työtehtävien ohjeistaminen
(Laurea-ammattikorkeakoulu, 2014)
Tämän opinnäytetyön tavoitteena oli selvittää toimitila- ja tukipalveluiden perehdytyksen nykyiset toimintamallit ja yhtenäistää siihen liittyviä ohjeistuksia. Opinnäytetyön toimeksiantaja oli Lassila & Tikanoja Oyj, joka on erikoistunut...
The objective of this thesis was to investigate the current functional models of the orientation of the office and support services and to unify the instructions. The commissioner of the thesis was Lassila & Tikanoja Oyj, which is specialized in environmental maintenance and support services for real estates and factories. Companies buy nowadays larger service entities, so that they can concentrate on their core activities by externalizing support service actions. Lassila & Tikanoja offers for their customers such larger service entities that include, besides cleaning and property maintenance, supporting services such as lobby services and reception services and mailing and telephone operator services. This functional development task was accomplished for the property maintenance unit. By developing the orientation of workers and by unifying the operating models, customers could be served with quality and the competence of workers could be secured right in the beginning of the employment. The standardized operating models of the tasks can also help the superiors in the orientation of the workers. A sufficient induction process is an investment that has an impact on a good and long term work relationship. Customers` experiences were investigated in this thesis, in particular how they found the office and support services of Lassila & Tikanoja, how the workers had experienced the orientation and what kind of instructions the superiors wanted for the orientation. In the theoretical section the quality of the service and leadership were covered. The topics of what makes a good customer servant and what is expected of customer service were also introduced. Through the focus on customer service the experienced overall quality is dealt with. Managing the service addressed the role and tasks of the superior and what good instructions are like. Observation and theme interview were used as the research methods. Observation was used in different customer situations. Customers, superiors, workers and one sales consultant were interviewed. The data of the interviews was analyzed according to object groups and themes. Common factors were searched for by using the perspective of customers, service superiors and workers, compiled as themes. Based on the results, the purpose was to develop a functioning orientation model for the support services. As a result of the development task the basic frame for the instruction manual for the lobby and reservation services was drawn up. As a developing action an orientation program for support services will be prepared in Lassila & Tikanoja, and it includes training for the customer service....
The objective of this thesis was to investigate the current functional models of the orientation of the office and support services and to unify the instructions. The commissioner of the thesis was Lassila & Tikanoja Oyj, which is specialized in environmental maintenance and support services for real estates and factories. Companies buy nowadays larger service entities, so that they can concentrate on their core activities by externalizing support service actions. Lassila & Tikanoja offers for their customers such larger service entities that include, besides cleaning and property maintenance, supporting services such as lobby services and reception services and mailing and telephone operator services. This functional development task was accomplished for the property maintenance unit. By developing the orientation of workers and by unifying the operating models, customers could be served with quality and the competence of workers could be secured right in the beginning of the employment. The standardized operating models of the tasks can also help the superiors in the orientation of the workers. A sufficient induction process is an investment that has an impact on a good and long term work relationship. Customers` experiences were investigated in this thesis, in particular how they found the office and support services of Lassila & Tikanoja, how the workers had experienced the orientation and what kind of instructions the superiors wanted for the orientation. In the theoretical section the quality of the service and leadership were covered. The topics of what makes a good customer servant and what is expected of customer service were also introduced. Through the focus on customer service the experienced overall quality is dealt with. Managing the service addressed the role and tasks of the superior and what good instructions are like. Observation and theme interview were used as the research methods. Observation was used in different customer situations. Customers, superiors, workers and one sales consultant were interviewed. The data of the interviews was analyzed according to object groups and themes. Common factors were searched for by using the perspective of customers, service superiors and workers, compiled as themes. Based on the results, the purpose was to develop a functioning orientation model for the support services. As a result of the development task the basic frame for the instruction manual for the lobby and reservation services was drawn up. As a developing action an orientation program for support services will be prepared in Lassila & Tikanoja, and it includes training for the customer service....
Ulkoisen työnantajakuvan kehittäminen Avecra Oy:lle hotelli- ja ravintola-alan oppilaitosten näkökulmasta
(Laurea-ammattikorkeakoulu, 2014)
Tämän tutkimuksellisen opinnäytetyön tavoitteena oli tutkia Avecra Oy:n ulkoisen työnantajakuvan nykytilaa sekä löytää mahdollisia kehityskohteita ulkoisen työnantajakuvan parantamiseksi. Näkökulmana opinnäytetyössä oli toisen ja kolmannen asteen hotelli- ja ravintola-alan oppilaitokset pääkaupunkiseudulla, joiden opiskelijat ovat Avecra Oy:n potentiaalisia työnhakijoita ja -tekijöitä. Oppilaitosten opettajat toimivat ohjaajina opiskelijoiden ja yritysten välillä, joten parantamalla yhteistyötä oppilaitosten ja Avecra Oy:n kesken, voidaan tuoda opiskelijoita lähemmäs yritystä.
Opinnäytetyön taustana toimi Avecra Oy:n oma laajempi Työnantajakuvan parantaminen -projekti sekä Suomen parhaat työpaikat -tutkimus, johon Avecra Oy lähti mukaan alkukeväästä 2014. Opinnäytetyön tarkoituksena olikin tuottaa lisätietoa ja kehitysideoita yritykselle. Lisäksi sen tarkoitus oli antaa oppilaitosten näkökulman yrityksen laajempiin hankkeisiin sekä tukea niiden henkilöstön hankintaan ja sitouttamiseen liittyviä tavoitteita. Tutkimuskysymyksenä opinnäytetyössä oli ”Mikä on Avecra Oy:n ulkoisen työnantajakuvan nykytila ja miten sitä voitaisiin parantaa?”.
Tietoperusta rakentui kokonaisvaltaisemman yrityskuvan sekä siihen sisältyvän työnantajakuvan käsitteistä. Näiden pääkäsitteiden lisäksi perehdyttiin imagon, maineen ja viestinnän sisältöön sekä työnantajan houkuttavuustekijöihin ja työnantajakuvan merkitykseen rekrytoinnissa. Tietoperustan tukena käytettiin Avecra Oy:n omia materiaaleja, aiempia hankkeita sekä Suomen parhaat työpaikat –tutkimusta.
Tutkimusmenetelmänä aineistonkeruussa käytettiin hotelli- ja ravintola-alan ammatti- ja ammattikorkeakoulujen opiskelijoiden ja opettajien haastattelua. Opiskelijoiden haastattelujen aiheina olivat Avecra Oy:n tunnettuus, työnantajan valintaan vaikuttavat tekijät sekä yrityksen viestintä. Opettajien kysymykset liittyivät yrityksen viestinnän ohella yritysten ja oppilaitosten väliseen yhteistyöhön sekä oppilaitosten työharjoittelu- ja työssäoppimisprosesseihin. Haastattelujen tulokset analysoitiin teemoittelun avulla ja Avecra Oy:n ulkoisen työnantajakuvan nykytilasta luotiin SWOT -analyysi.
Haastatteluista selvisi, etteivät opiskelijat tunteneet Avecra Oy:tä ollenkaan, vaikka se oli koulun opettajille tuttu yritys. He myös arvostivat työpaikoissa eniten hyvää työilmapiiriä ja kokivat, että hotelli- ja ravintola-alan yritykset eivät viestineet heille tarpeeksi. Opettajat olivat valmiit tiiviimpäänkin yhteistyöhön Avecra Oy:n kanssa molemminpuolisten vierailujen kautta ja kannustivat yritystä kohtaamaan aktiivisemmin opiskelijoita. Lähtökohdat ulkoisen työnantajakuvan kehittämiselle oppilaitoksissa olivat hyvät, sillä Avecra Oy oli saanut positiivista palautetta harjoittelijoilta sekä sitä pidettiin luotettavana yrityksenä. Kehityskohteiksi nousivat yrityksen ulkoinen viestintä, tiiviimmän yhteistyön muodostaminen kouluissa sekä kilpailukykyisen työympäristön parempi esiintuominen....
’ as well as Suomen parhaat työpaikat (Great Place to Work) study in which Avecra Oy takes part in spring 2014. The purpose of this thesis was to produce information and ideas to the company, to reveal the potential of hotel and restaurant schools...
’ as well as Suomen parhaat työpaikat (Great Place to Work) study in which Avecra Oy takes part in spring 2014. The purpose of this thesis was to produce information and ideas to the company, to reveal the potential of hotel and restaurant schools...
Online check out -palvelun käyttäjämäärän lisääminen hotelli Scandic Marskissa
(Laurea-ammattikorkeakoulu, 2014)
Tämän tutkimuksellisen opinnäytetyön tavoitteena oli löytää keinoja kasvattamaan online check out -palvelun käyttäjämäärää Scandic Marskissa. Keinojen etsimisessä keskityttiin vastaanottovirkailijan rooliin sekä mainontaan. Toimeksiantajana tässä opinnäytetyössä oli Scandic Marski. Hyödynsaajina ovat niin Scandic Marskin työntekijät kuin myös asiakkaat palvelun parantuessa ja muuttuessa jouhevammaksi.
Online check out –palvelu on uutta Scandic hotelleissa ja sille olisi tärkeää saada paljon käyttäjiä, jotta palvelu saavuttaisi optimaalisen hyötynsä. Jotta palvelu saisi käyttäjiä, täytyy asiakkaiden olla tietoisia palvelusta sekä sen kaikista toiminnoista. Opinnäytetyön kehitystehtävänä oli saada palvelulle enemmän käyttäjiä Scandic Marskissa ja tutkimuskysymyksenä oli ”Kuinka saadaan online check out –palvelulle lisää käyttäjiä Scandic Marskissa?”. Vaikka palvelu on käytössä kaikissa Scandiceissa, keskityttiin tässä opinnäytetyössä vain Scandic Marskiin ja kuinka he voisivat saada palvelulle enemmän käyttäjiä hotellissaan.
Tietoperusta koostuu erilaisista palveluun liittyvistä käsitteistä. Online check out –palvelu on tietoteknillinen palvelu, jota käytetään internetin välityksellä, mutta se on kuitenkin osa asiakaspalvelukokemusta. Tästä syystä tietoperusta keskittyi palveluun sekä asiakastyytyväisyyteen ja tietotekniikkaan.
Tutkimusmenetelmäkehyksenä käytetiin Stefan Moritzin Service Desing –mallin kolmea vaihetta; ymmärrä, kehitä ja toteuta. Menetelminä ymmärrä–vaiheessa käytettiin vakioitua kyselylomaketta, teemahaastattelua ja osallistuvaa havainnointia. Kaikkien näiden menetelmien aihepiirit olivat tiiviisti online check out –palvelun ympärillä. Kehitä–vaiheessa menetelminä käytettiin palvelupolkua, aivoriiheä, swot–analyysia sekä blueprinting–kaaviota. Näiden menetelmien avulla saatiin yhdistettyä ymmärrä –vaiheessa tulleet aineistot ja todettiin niiden tukevan vahvasti toisiaan.
Keskeisimmäksi ongelmaksi online check out –palvelun käytössä huomattiin mainostamisen puute sisäänkirjautumistilanteessa. Erittäin harvoin vastaanottovirkailija kertoi asiakkaalle palvelusta, ilman että asiakas siitä erikseen kysyi. Mainostaminen ja tiedotus on kaiken alku. Mikäli asiakas ei tiedä palvelusta ollenkaan tai tarpeeksi, saattaa hän jättää palvelun hyödyntämättä, vaikka olisikin vastaanottanut kutsuviestin. Tärkeää olisi siis tiedottaa asiakkaille ahkerammin palvelusta. Tämän todettiin kerätyn aineiston perusteella unohtuneen lähes täysin.
Palvelusta tiedottaminen asiakkaille ja palvelun aktiivinen mainostaminen vastaanottotiskillä on tärkein kehitysehdotus, joka Scandic Marskissa olisi tarpeellista. Myös jokin kannustin mainostamiseen olisi hyvä saada, koska se on jäänyt muiden tiedotettavien asioiden takia unohduksiin.
Asiasanat: palvelu, online check out, service design, asiakas, käyttäjämäärä...
service. The research question was, “How to increase the amount of users of the online check out service at Scandic Marski?” Although the service is used in all hotels belonging to the Scandic Chain, this thesis focuses only on Scandic Marski and how...
service. The research question was, “How to increase the amount of users of the online check out service at Scandic Marski?” Although the service is used in all hotels belonging to the Scandic Chain, this thesis focuses only on Scandic Marski and how...
Facebookin käyttö matkailuyrityksen markkinoinnissa
(Laurea-ammattikorkeakoulu, 2014)
nykyistä markkinointimaisemaa. Sen tarjoamat monipuoliset kanavat ja työkalut tarjoavat yrityksille mahdollisuuden olla yhteydessä kuluttajiin reaaliaikaisesti, vuorovaikutteisesti ja kustannustehokkaasti. Facebook on tällä hetkellä maailman suosituin...
The objective of this study was to create suggestions for development regarding the Facebook marketing of Guild Travel Ltd. Guild Travel Ltd, a travel agency specialized in selling trips to Finland in the UK's market, felt the need to efficiently take advantage of the new marketing possibilities the rise of social media has entailed. The purpose was to assist the company on utilizing the social networking tool, Facebook, successfully to increase company's visibility and sales. Social media marketing is an important part of today's marketing landscape. Diverse social media channels and tools allow companies to communicate with consumers in real time, interactively and cost-effectively. Currently, Facebook is the most used social media tool and therefore also valuable for companies. As for matters related to travel, consumers use Facebook mostly for sharing experiences with other users. Essential information was gained concerning the company's current situation by interviewing an employee and by observing how Facebook is used in the company today. The current situation was analyzed by using SWOT-analysis which disclosed the company's strengths and weaknesses that were taken into account when making the final suggestions for development. Benchmarking was used to compare Guild Travel's efforts on Facebook with two other travel agencies and to discover new, useful ideas. The study indicated that the company was actively using Facebook and the contents created were in fact, relevant. However, the lack of objectives and planning prevented the company from getting a full benefit from Facebook marketing. The first suggestion was done to help the company with this. After clarifying the Facebook marketing objectives, the company can make use of the second suggestion for development and get started with the diverse possibilities Facebook offers for marketers....
The objective of this study was to create suggestions for development regarding the Facebook marketing of Guild Travel Ltd. Guild Travel Ltd, a travel agency specialized in selling trips to Finland in the UK's market, felt the need to efficiently take advantage of the new marketing possibilities the rise of social media has entailed. The purpose was to assist the company on utilizing the social networking tool, Facebook, successfully to increase company's visibility and sales. Social media marketing is an important part of today's marketing landscape. Diverse social media channels and tools allow companies to communicate with consumers in real time, interactively and cost-effectively. Currently, Facebook is the most used social media tool and therefore also valuable for companies. As for matters related to travel, consumers use Facebook mostly for sharing experiences with other users. Essential information was gained concerning the company's current situation by interviewing an employee and by observing how Facebook is used in the company today. The current situation was analyzed by using SWOT-analysis which disclosed the company's strengths and weaknesses that were taken into account when making the final suggestions for development. Benchmarking was used to compare Guild Travel's efforts on Facebook with two other travel agencies and to discover new, useful ideas. The study indicated that the company was actively using Facebook and the contents created were in fact, relevant. However, the lack of objectives and planning prevented the company from getting a full benefit from Facebook marketing. The first suggestion was done to help the company with this. After clarifying the Facebook marketing objectives, the company can make use of the second suggestion for development and get started with the diverse possibilities Facebook offers for marketers....
Ravintolan markkinoinnin kehittäminen sosiaalista mediaa hyödyntämällä – Esimerkkinä Bar Lafka
(Laurea-ammattikorkeakoulu, 2014)
Tämä opinnäytetyö tehtiin ravintola-alalla toimivan Baaritekijät Oy:n toimeksiannosta. Tut-kimuksen aikana käytiin läpi Bar Lafkan markkinointiin liittyviä teoreettisia määreitä, minkälaisena yritys haluaa asiakkailleen näyttäytyä ja miten tämä...
Developing Marketing for a Restaurant by Making Use of Social Media – Case Bar Lafka This bachelor’s thesis was commissioned by Baaritekijät Oy. As part of this study Bar Lafka’s theoretical principles of marketing were looked into, for example...
Developing Marketing for a Restaurant by Making Use of Social Media – Case Bar Lafka This bachelor’s thesis was commissioned by Baaritekijät Oy. As part of this study Bar Lafka’s theoretical principles of marketing were looked into, for example...
Sisäisen päivittäisviestinnän kehittäminen Ison Omenan Ravintolamaailmassa
(Laurea-ammattikorkeakoulu, 2014)
Tämän toiminnallisen opinnäytetyön toimeksiantaja oli Espoossa sijaitsevan kauppakeskus Ison Omenan Ravintolamaailma, joka on yksi HOK-Elanto Liiketoiminta Oy:n toimipisteistä. Työn tavoitteena oli kehittää työntekijän ja esimiehen välistä...
This thesis was a functional study carried out for Iso Omena Ravintolamaailma in Iso Omena shopping center, located in Espoo. It is one of HOK-Elanto Liiketoiminta Oy’s outlets. The main objective was to develop the daily communication between the employees and the supervisors. As a result, a checklist of the main points of the daily communication for supervisors, based on the employees’ points of views, was compiled. The purpose of this study was to standardize the practice of the daily communication of supervisors. The framework of this thesis consisted of internal communication in the process of interaction, the commissioner´s viewpoints of daily communication and the importance of leadership in internal communication. The frame of reference was established in the theoretical section. Theme interview was chosen as the research method. The interview was carried out with seven employees of Iso Omena Ravintolamaailma. The data was analyzed and based on the results a checklist for the supervisors was drawn up. The most relevant outcomes of this thesis highlight the importance of face to face communi-cations. Daily communication was hoped to take place as one on one between the supervisor and employee. Other communication channels, such as notice boards and e-mail, were hoped to be used only for longer term issues and for communicating between the shifts. Bulletin boards were hoped to be as clear as possible. The development suggestions of this thesis affect the development of the bulletin board. Every department should have a day to day bulletin board, where all the new information is always placed in the same place. Large boards should be clear to read and they should be updated regularly. Employees found important that the orientation of the new employee is carried out in the most logical and thorough way with existing instructional material. More positive feedback was desired from the supervisors as well as active inference in underperformance. The results were crystallized to a manager checklist. The checklist includes phrases such as: “Personally delivered message is the most efficient way – avoid passive notes on the wall”, “Set a good example and try to establish a positive, active attitude" and "Keep mutual rules of Ravintolamaailma clear in your mind and keep track of what other departments are doing". Keywords: internal communication, interaction, leadership...
This thesis was a functional study carried out for Iso Omena Ravintolamaailma in Iso Omena shopping center, located in Espoo. It is one of HOK-Elanto Liiketoiminta Oy’s outlets. The main objective was to develop the daily communication between the employees and the supervisors. As a result, a checklist of the main points of the daily communication for supervisors, based on the employees’ points of views, was compiled. The purpose of this study was to standardize the practice of the daily communication of supervisors. The framework of this thesis consisted of internal communication in the process of interaction, the commissioner´s viewpoints of daily communication and the importance of leadership in internal communication. The frame of reference was established in the theoretical section. Theme interview was chosen as the research method. The interview was carried out with seven employees of Iso Omena Ravintolamaailma. The data was analyzed and based on the results a checklist for the supervisors was drawn up. The most relevant outcomes of this thesis highlight the importance of face to face communi-cations. Daily communication was hoped to take place as one on one between the supervisor and employee. Other communication channels, such as notice boards and e-mail, were hoped to be used only for longer term issues and for communicating between the shifts. Bulletin boards were hoped to be as clear as possible. The development suggestions of this thesis affect the development of the bulletin board. Every department should have a day to day bulletin board, where all the new information is always placed in the same place. Large boards should be clear to read and they should be updated regularly. Employees found important that the orientation of the new employee is carried out in the most logical and thorough way with existing instructional material. More positive feedback was desired from the supervisors as well as active inference in underperformance. The results were crystallized to a manager checklist. The checklist includes phrases such as: “Personally delivered message is the most efficient way – avoid passive notes on the wall”, “Set a good example and try to establish a positive, active attitude" and "Keep mutual rules of Ravintolamaailma clear in your mind and keep track of what other departments are doing". Keywords: internal communication, interaction, leadership...









