Electronic music festival: a Customer Journey Blueprint
Mykkänen, Hanna-Mari (2015)
Mykkänen, Hanna-Mari
HAAGA-HELIA ammattikorkeakoulu
2015
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201502232480
https://urn.fi/URN:NBN:fi:amk-201502232480
Tiivistelmä
The subject of this thesis was commissioned to make an ethnographic study about customer experience on an electronic music festival. More closely, the Summer Sound 2014 Festival in Messukeskus Exhibition and Convention Centre, Messukeskus, in Pasila, Helsinki. The festi-val was on 18th to 20th July.
The aim of the thesis was to create a Customer Journey Blueprint (CJB) based on the study results. The CJB would map out the most important factors the customer meets during the experience. The scope was on the external factors. Naturally an individual reacts to certain things differently than another one and thus the social and cultural factors are taken into con-sideration in the CJB as well as the personality.
An ethnographic approach was used to collect the study data. In other words the study was based on the material of the experience of the researcher, the festival customer. The results were gathered by taking Instagram -photos during the event and adding comments with each image. The experience was also written open; the document is enclosed in this thesis as well as the Instagram -photos.
Using mindmapping the most significant themes were pointed out and became the base for the outcome of the thesis: the CJB. It displays in one image the most important themes that surfaced in the gathered material. It is enclosed in the thesis.
The theoretical framework presents theories of customer decision making as well as explains how an event manager could benefit from being acquainted with customer behaviour. Among other things it explains how important it is, nowadays, to be more and more customer cen-tered in designing the offered services.
The aim of the thesis was to create a Customer Journey Blueprint (CJB) based on the study results. The CJB would map out the most important factors the customer meets during the experience. The scope was on the external factors. Naturally an individual reacts to certain things differently than another one and thus the social and cultural factors are taken into con-sideration in the CJB as well as the personality.
An ethnographic approach was used to collect the study data. In other words the study was based on the material of the experience of the researcher, the festival customer. The results were gathered by taking Instagram -photos during the event and adding comments with each image. The experience was also written open; the document is enclosed in this thesis as well as the Instagram -photos.
Using mindmapping the most significant themes were pointed out and became the base for the outcome of the thesis: the CJB. It displays in one image the most important themes that surfaced in the gathered material. It is enclosed in the thesis.
The theoretical framework presents theories of customer decision making as well as explains how an event manager could benefit from being acquainted with customer behaviour. Among other things it explains how important it is, nowadays, to be more and more customer cen-tered in designing the offered services.