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TABLE OF CONTENT 1 INTRODUCTION ..................................................................................................................... 6 1.1 Research questions and structure of the research .............................................................. 10 1.2 Definitions ...................................................................................................................... 11 2 BACKGROUND: MARKETING A NON-PROFIT MUSEUM ........................................... 13 3 THEORY: RELATIONSHIP WITH THE CUSTOMERS ..................................................... 18 3.1 THE FRAME OF REFERENCE ....................................................................................... 18 3.2 PREREQUISITES FOR A MUSEUM BUILDING CUSTOMER RELATIONSHIPS ... 19 3.2.1 A mindset for customer relationships: customer orientation ................................. 20 3.2.2 Marketing of the museum ‘product’: service marketing ....................................... 22 3.3 BUILDING THE CUSTOMER RELATIONSHIPS ........................................................ 27 3.3.1 The basis of it all: relationship marketing (RM) ................................................... 27 3.3.2 Technology as an enabler: RM versus CRM ......................................................... 34 3.4 MAINTAINING A RELATIONSHIP WITH THE CUSTOMERS ................................. 35 3.4.1 Co-creation of value .............................................................................................. 36 3.4.2 Measuring the relationship with the customers ..................................................... 38 3.5 RELATIONSHIP MARKETING IN SOCIAL MEDIA ................................................... 39 3.5.1 Willingness of a museum for utilizing social media ............................................. 42 3.5.2 Guidelines and strategy for a social media presence ............................................. 44 3.5.3 Communication in social media ............................................................................ 46 3.5.1 Social media applications ...................................................................................... 48 3.5.2 Concerns about social media ................................................................................. 50 3.5.3 Benefits of social media ......................................................................................... 52 3.5.4 Measuring the social media success ...................................................................... 53 3.6 THEORETICAL FRAMEWORK ..................................................................................... 55 4 METHODOLOGY .................................................................................................................. 58 4.1 Units of analysis ................................................................................................................ 58 4.2 In-depth interviews ............................................................................................................ 59 4.3 Analyzing the data ............................................................................................................. 62 4.4 Trustworthiness of the research ......................................................................................... 63 3
5 FINDINGS OF THE RESEARCH ......................................................................................... 65 5.1 Background for the research findings ................................................................................ 65 5.1.1 The Finnish museum sphere in numbers ............................................................... 65 5.1.2 The utilization of internet and social media in Finland ......................................... 67 5.2 Social media utilization in Finnish art museums ............................................................... 70 5.2.1 Guidelines and Strategy for social media .............................................................. 71 5.2.2 Communication in social media ............................................................................ 73 5.2.3 Social media applications ...................................................................................... 77 5.2.4 Concerns about social media ................................................................................. 79 5.2.5 Benefits of social media ......................................................................................... 83 5.2.6 Measuring the social media success ...................................................................... 87 5.2.7 Willingness for social media participation ............................................................ 88 6 DISCUSSION ......................................................................................................................... 90 7 CONCLUSIONS ..................................................................................................................... 96 8 REFERENCES ...................................................................................................................... 102 4
Page 1 and 2: Is there more to it than posting a
Page 3: Tiivistelmä Tämä tutkimus osalli
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 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
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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
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Registered as a user in a social ne
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does what, at least almost on case
Page 75 and 76:
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
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
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