Relationship Drivers in Provider - Consumer Relationships. Empirical Studies of Customer Loyalty Programs (första upplagan slutsåld / first edition sold out, 'print on demand' 60 €)

The study addressed a phenomenon that has become common marketing practice, customer loyalty programs. Although a common type of consumer relationship, there is limited knowledge of its nature. The purpose of the study was to create structured understanding of the nature of customer relationships from both the provider’s and the consumer’s viewpoints by studying relationship drivers and proposing the concept of relational motivation as a provider of a common framework for the analysis of these views. The theoretical exploration focused on reasons for engaging in customer relationships for both the consumer and the provider. The themes of buying behaviour, industrial and network marketing and relationship marketing, as well as the concepts of a customer relationship, customer loyalty, relationship conditions, relational benefits, bonds and commitment were explored and combined in a new way. Concepts from the study of business-to-business relationships were brought over and their power in explaining the nature of consumer relationships examined. The study provided a comprehensive picture of loyalty programs, which is an important contribution to the academic as well as the managerial discussions. The consumer study provided deep insights into the nature of customer relationships. The study provides a new frame of reference to support the existing concepts of loyalty and commitment with the introduction of the relationship driver and relational motivation concepts. The result is a novel view of the nature of customer relationships that creates new understanding of the forces leading to loyal behaviour and commitment. The study concludes with managerial implications.

Understanding Customer Loyalty and Disloyalty The Effect of Loyalty-Supporting and -Repressing Factors (first edition sold out, 'print on demand' 60 €)

Customer loyalty has been a central topic of both marketing theory and practice for several decades. Customer disloyalty, or relationship ending, has received much less attention. Despite the close relation between customer loyalty and disloyalty, they have rarely been addressed in the same study. The thesis bridges this gap by focusing on both loyal and disloyal customers and the factors characterising them. Based on a qualitative study of loyal and disloyal bank customers in the Finnish retail banking market, both factors that are common to the groups and factors that differentiate between them are identified. A conceptual framework of factors that affect customer loyalty or disloyalty is developed and used to analyse the empirical data. According to the framework, customers’ loyalty status (behavioural and attitudinal loyalty) is influenced by positive, loyalty-supporting, and negative, loyalty-repressing factors. Loyalty-supporting factors either promote customer dedication, making the customer want to remain loyal, or act as constraints, hindering the customer from switching. Among the loyalty-repressing factors it is especially important to identify those that act as triggers of disloyal behaviour, making customers switch service providers. The framework further suggests that by identifying the sources of loyalty-supporting and -repressing factors (the environment, the provider, the customer, the provider-customer interaction, or the core service) one can determine which factors are within the control of the service provider. Attitudinal loyalty is approached through a customer’s “feeling of loyalty”, as described by customers both orally and graphically. By combining the graphs with behavioural loyalty, seven customer groups are identified: Stable Loyals, Rescued Loyals, Loyals at Risk, Positive Disloyals, Healing Disloyals, Fading Disloyals, and Abrupt Disloyals. The framework and models of the thesis can be used to analyse factors that affect customer loyalty and disloyalty in different service contexts. Since the empirical study was carried out in a retail bank setting, the thesis has managerial relevance especially for banks. Christina Nordman is associated with CERS, Center for Relationship Marketing and Service Management at the Swedish School of Economics and Business Administration. The doctoral thesis is part of the Göran Collert Research Project in Customer Relationships and Retail Banking and has been funded by The Göran Collert Foundation.

A Curious Harpour in Helle : An Edition of the Commentary on the Orpheus Metre of De consolatione philosophiae in MS Thott 304,2

Tutkielmani on tekstieditio keskiaikaisesta kommentaarista, joka löytyy Kööpenhaminan Kuninkaallisen kirjaston käsikirjoituksesta Thott 304,2. Käsikirjoitus voidaan ajoittaa 1400-luvun ensimmäiselle neljännekselle ja se on kirjoitettu keskienglanniksi. Se sisältää John Waltonin runomuotoisen käännöksen Boethiuksen 500-luvun alussa latinaksi kirjoittamasta teoksesta De consolatione philosophiae (Filosofian lohdutus) sekä teosta kommentoivan proosamuotoisen kommentaarin. Käsikirjoitus on vaillinainen, mutta sen säilyneet foliot ovat enimmäkseen erittäin hyväkuntoisia. Itse käsikirjoitusta on tutkittu vain muutamissa artikkeleissa ja yhdessä tutkielmassa; kommentaarista ei ole toistaiseksi tehty kattavaa tutkimusta. Tavoitteeni onkin tuoda kommentaari keskiaikaisen filosofian, keskienglannin ja käsikirjoitusten tutkijoiden käytettäviin. Käsikirjoitus Thott 304,2 on esimerkki epätyypillisestä myöhäiskeskiaikaisesta maallikkomesenaattiudesta Englannissa. Tavanmukaisesti maallikkomesenaatit tukivat uskonnollisten tekstien tuottamista ja kääntämistä, kun taas Thott 304,2 sisältää käännöksen filosofisesta tekstistä. Sen lisäksi mesenaatti oli nainen, aatelistoon kuuluva Elizabeth Berkeley. Varsin harvinaiseksi käsikirjoituksen tekee sen painaminen kirjaksi 1500-luvun alussa. Kirjanpainajan käsikirjoituksen sivuille tekemistä merkinnöistä saadaan korvaamatonta tietoa varhaisesta painotekniikasta, sillä kirjanpainajien käyttämiä käsikirjoituskopioita ei ole säilynyt kovin runsaasti. Waltonin käännös on säilynyt yli kahdessakymmenessä käsikirjoituskopiossa, joista vain Thott 304,2 sisältää laajan kommentaarin. 1500-luvun painoksesta on jäljellä kolme kopiota, ja ne sisältävät saman kommentaarin kuin Thott 304,2. Valitsin editoitavaksi niin kutsuttua Orfeus-runoa kommentoivan osan kommentaarista, sillä se muodostaa ehjän kokonaisuuden ja sopii pituutensa puolesta Pro gradu -tutkielmaan. Orfeus-runo on myös yksi käsikirjoituksen kattavimmin kommentoiduista runoista. Editio on niin sanottu diplomaattinen transkriptio, jossa käsikirjoituksen piirteet on pyritty säilyttämään mahdollisimman tarkasti edition luettavuuden siitä kuitenkaan kärsimättä. Perinteisistä editioista poiketen tutkielmani sisältää myös kommentaarin ja Orfeus-runon transkriptiot, joissa rivijako, lyhenteet ja erikoismerkit on säilytetty. Näiden transkriptioiden toivon auttavan erityisesti käsikirjoituksessa esiintyvien lyhenteiden, erikoismerkkien ja kirjanpainajan merkintöjen tulkinnassa ja tutkimisessa. Editiota ja transkriptioita täydentävät nykyenglanniksi kirjoitettu lyhennelmä kommentaarista ja kuvat käsikirjoituksen sivuista, joilla editoimani kommentaari on. Tutkielmaan sisältyy alkuperäisen tekstin, käännöksen, kommentaarin ja käsikirjoituksen taustaa valottava osuus. Esittelen myös kaikki löytämäni lähteet, joissa käsikirjoitus on mainittu tai joissa sitä on tutkittu. Liitteeksi olen laatinut sanaston helpottamaan kommentaarin tulkitsemista.

Pietismin kuva - ikkuna yksityiseen hengellisyyteen : Johann Arndtin opetukset pietistisen embleemin perustana

The image of Pietism a window to personal spirituality. The teachings of Johann Arndt as the basis of Pietist emblems The Pietist effect on spiritual images has to be scrutinised as a continuum initiating from the teachings of Johann Arndt who created a protestant iconography that defended the status of pictures and images as the foundation of divine revelation. Pietist artworks reveal Arndtian part of secret, eternal world, and God. Even though modern scholars do not regarded him as a founding father of Pietism anymore, his works have been essential for the development of iconography, and the themes of the Pietist images are linked with his works. For Arndt, the starting point is in the affecting love for Christ who suffered for the humankind. The reading experience is personal and the words point directly at the reader and thus appear as evidence of the guilt of the reader as well as of the love of God. Arndt uses bounteous and descriptive language which has partially affected promoting and picturing of many themes. Like Arndt, Philipp Jakob Spener also emphasised the heart that believes. The Pietist movement was born to oppose detached faith and the lack of the Holy Ghost. Christians touched by the teachings of Arndt and Spener began to create images out of metaphors presented by Arndt. As those people were part of the intelligentsia, it was natural that the fashionable emblematics of the 17th century was moulded for the personal needs. For Arndt, the human heart is manifested as a symbol of soul, personal faith or unbelief as well as an allegory of the burning love for Jesus. Due to this fact, heart emblems were gradually widely used and linked with the love of Christ. In the Nordic countries, the introduction of emblems emanated from the gentry s connections to the Central Europe where emblems were exploited in order to decorate books, artefacts, interiors, and buildings as well as visual/literal trademarks of the intelligentsia. Emblematic paintings in the churches of the castles of Venngarn (1665) and Läckö (1668), owned by Magnus Gabriel De la Gardie, are one of the most central interior paintings preserved in the Nordic countries, and they emphasise personal righteous life. Nonetheless, it was the books by Arndt and the Poet s Society in Nurnberg that bound the Swedish gentry and the scholars of the Pietist movement together. The Finnish gentry had no castles or castle churches so they supported county churches, both in building and in maintenance. As the churches were not private, their iconography could not be private either. Instead, people used Pietist symbols such as Agnus Dei, Cor ardens, an open book, beams, king David, frankincense, wood themes and Virtues. In the Pietist images made for public spaces, the attention is focused on pedagogical, metaphorical, and meaningful presentation as well as concealed statements.