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integrity and cohesion, and mutually beneficial exchange between the customer and the organization (Hannagan, 1992, 30). From the perspective of the present research, the most apparent argument supporting marketing in non-profit organizations seems to be the one about the definition of a non-profit organization. Even though non-profit organizations do not distribute profit to the owners, as for-profit companies do, they need to gain more revenues than expenses in order to survive, and thus they are profit-oriented and need to market themselves, in order to stay in the overall competition. 17
3 THEORY: RELATIONSHIP WITH THE CUSTOMERS This chapter focuses on the theoretical discourses the present research takes part in. The frame of reference is presented in the beginning, in the first section of the chapter. The frame of reference explicates the way the research approaches the chosen theories. The following sections present the parts of the frame of reference, the different stages of customer relationships, and also the new forum for the relationship building; social media. Finally, the theoretical framework is presented. The chapter addresses the issues on a theoretical level, yet the characteristics of a cultural organization, such as a museum, are taken into consideration in every section. 3.1 THE FRAME OF REFERENCE The frame of reference is formed out of three parts: first, the prerequisites for a museum to create relationships with its customers is reviewed, then the ideologies and applications to achieve that goal are further explored, and finally the end result of having the relationship is presented. In Picture 2 the three stages of the frame of reference are presented. PREREQUISITES FOR A MUSEUM BUILDING CUSTOMER RELATIONSHIPS -‐ customer orientation -‐ Service marketing Picture 3: The Frame of reference BUILDING THE CUSTOMER RELATIONSHIPS Utilizing social media -‐ Relationship Marketing MAINTAINING THE RELATIONSHIPS WITH THE CUSTOMERS -‐ Co-creation of value -‐ Measuring the relationship quality 18
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 and 12: 1.1 Research questions and structur
Page 13 and 14: & Levy (1969) defined it, it is jus
Page 15 and 16: profit, and governmental. Each of t
Page 17: and the consumer of a service are t
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
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using the internet, but also they a
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Registered as a user in a social ne
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does what, at least almost on case
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wise to consider the style of writi
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there is or how to behave, or what
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Even though a few museums seemed to
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…There, in the online world a mus
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sized museum had, not only customer
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We don’t know whether people from
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Yes, you could day the experience i
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inquired on whether different conte
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6 DISCUSSION In this chapter the fi
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Another concern the museums pointed
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utilization, would be clear to them
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7 CONCLUSIONS In this chapter a dis
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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
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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
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