Is there more to it than posting a status update?

More documents

Recommendations

Info

1.2 Definitions The important, most used terminology of the present research is clarified in this section. Some terms will be discussed later on in the research, thus they will not be clarified here. The term ‘relationship marketing (RM)’ will be defined in chapter 3, section 3; and the term ‘social media’ will be discussed in chapter 3, section 5. A museum Museums are often considered traditional organizations, institutions that preserve pieces of cultural history, natural history, or artworks in order for them to be investigated sometime in the future. Their tasks, however, also include the creation of new knowledge and educating the people (The International Council of Museums, The Finnish National Committee, 2001). In the present research the focus is on art museums, thus museums that host exhibitions on artworks on either one type of art (for example contemporary art) or multiple types of art from different eras of cultural history. Art museums collect mainly aesthetical, unique works of art (museot.fi, 2011 c). The word used in the research is simply ‘museum’, instead of ‘art museum’ for tehnical reasons. A non-profit organization Powell and Steinberg (2006, 1) define a non-profit organization (NPO) as one that is precluded from distributing profits to those who regulate the assets of the organization, by external regulation or its own governance structure. Non-profit boards have ownership rights, so that they can steer the functions of the organization by directing the use of resources, but they cannot profit from those rights, nor sell them onwards. (See Powell & Steinberg, 2006, 1). Some also define non-profit organizations as ones with a concern for the disadvantaged, or with wide issues in the society having to do with the well being of people (e.g. Sargeant, 1999). The performance of a non-profit organization is not measured the same way as in a for-profit organization. The performance of a for-profit organization would be measured according to its profitability or market share, but that of a non-profit organization is measured according to its expenditure, efficiency targets, and most of all by the need for the service they are providing. (Hannagan, 1992, 9). In the present research the term non-profit organization is used as Kotler 11
& Levy (1969) defined it, it is just as any other organization, the only differences are that they do not divide profit to the owners, and that they have other reasons for existance, than simply to make revenue. Nevertheless, also NPO’s need to make enough profit to keep their operations going. A Customer In the context of cultural organizations, it is accustomed to talk about visitors (see e.g. Burton & Scott, 2003), or audience (see Dewey, 2004). When talking about their marketing, also the word ‘consumers’ is used (see Mejón, Fransi & Thorsson Johansson, 2004). In the present research the terms, ‘visitor’, ‘customer’, and ‘consumer’ are all used to mean the same thing, the customer of the museum. However, there are nuances. When talked about ‘visitor’, the people that visit the actual museum building on site are meant, and when talked about ‘consumers’, the large pool of people in general is meant. This is why ‘customer’ is the most utilized word in the present research, meaning the individual customer of a specific organization. Also, the word ‘clientele’ is used, this refers to the specific customers of one organization. 12
Page 1 and 2: Is there more to it than posting a
Page 3 and 4: Tiivistelmä Tämä tutkimus osalli
Page 5 and 6: 5 FINDINGS OF THE RESEARCH ........
Page 7 and 8: 1 INTRODUCTION “Winning and keepi
Page 9 and 10: museums, are expected to outperform
Page 11: 1.1 Research questions and structur
Page 15 and 16: profit, and governmental. Each of t
Page 17 and 18: and the consumer of a service are t
Page 19 and 20: 3 THEORY: RELATIONSHIP WITH THE CUS
Page 21 and 22: 3.2.1 A mindset for customer relati
Page 23 and 24: depends on the customer and industr
Page 25 and 26: to understand in service organizati
Page 27 and 28: fact that a service is created at t
Page 29 and 30: RM, however, is not a new phenomeno
Page 31 and 32: step to creating a relationship. Wi
Page 33 and 34: 25). When the clientele of an organ
Page 35 and 36: all problems, for example, also in
Page 37 and 38: Traditionally customers have seen t
Page 39 and 40: entire process of co-creation of va
Page 41 and 42: messages received by the customers
Page 43 and 44: confused with the technology behind
Page 45 and 46: engage with the organization in soc
Page 47 and 48: media in an organization, and thus
Page 49 and 50: 3.5.1 Social media applications Soc
Page 51 and 52: & Leighton 2011). Kozinets et al. (
Page 53 and 54: approximately 30 percent of the use
Page 55 and 56: developed for the function of filte
Page 57 and 58: important, what will it give to the
Page 59 and 60: 4 METHODOLOGY In order to find out
Page 61 and 62: interviews, instead of unstructured
Page 63 and 64:
The methods used for data collectio
Page 65 and 66:
with regard to the number of organi
Page 67 and 68:
collections, the museums spent 2,8
Page 69 and 70:
using the internet, but also they a
Page 71 and 72:
Registered as a user in a social ne
Page 73 and 74:
does what, at least almost on case
Page 75 and 76:
wise to consider the style of writi
Page 77 and 78:
there is or how to behave, or what
Page 79 and 80:
Even though a few museums seemed to
Page 81 and 82:
…There, in the online world a mus
Page 83 and 84:
sized museum had, not only customer
Page 85 and 86:
We don’t know whether people from
Page 87 and 88:
Yes, you could day the experience i
Page 89 and 90:
inquired on whether different conte
Page 91 and 92:
6 DISCUSSION In this chapter the fi
Page 93 and 94:
Another concern the museums pointed
Page 95 and 96:
utilization, would be clear to them
Page 97 and 98:
7 CONCLUSIONS In this chapter a dis
Page 99 and 100:
that even when people do arrive int
Page 101 and 102:
large-scale interactions with exter
Page 103 and 104:
8 REFERENCES Alasuutari, P. Laadull
Page 105 and 106:
Conway Tony & Debra Leighton. ”Co
Page 107 and 108:
Grönroos Christian. ”Service Qua
Page 109 and 110:
McDaniel Clay. ”3 Key Metrics To
Page 111 and 112:
Passebois Juliette & Philippe Aurie
Page 113 and 114:
Sorav Jain. ”40 Most Popular Soci
Page 115 and 116:
APPENDIX 1: List of Finnish art mus
show all

Is there more to it than posting a status update?

You also want an ePaper? Increase the reach of your titles

Delete template?

Save as template?