Effects of obtained benefits on willingness to pay and word-of-mouth behavior in newspaper industry

The purpose of this master’s thesis was to investigate the effects which benefits obtained from reading a newspaper and using its website have on behavioral outcomes such as word-of-mouth behavior and willingness to pay. Several other antecedents of willingness to pay have been used as the control variables. However, their interrelations haven’t been hypothesized. The empirical part focused on a case company – Finnish regional newspaper. Empirical research has been conducted using a quantitative method and data was collected via online survey placed on newspaper’s website during 2010. 1001 responses have been collected. The results showed that benefits obtained both from traditional printed newspaper and from online one have positive effects on the word-of-mouth about this newspaper and its website. However, it has been revealed that benefits obtained from reading the newspaper don’t have effect on the willingness to pay for this newspaper. Additionally, only interpersonal and convenience benefits obtained from using the newspaper’s website influence on the willingness to pay for it. Finally, willingness to pay for the bundle of printed newspaper and its website access is affected positively only by the information/learning benefits obtained from reading the newspaper and by the interpersonal benefits obtained from using the newspaper’s website.

Automated Purchase to Pay Process Value Modeling and Comparative Process Speeds

The importance of efficient supply chain management has increased due to globalization and the blurring of organizational boundaries. Various supply chain management technologies have been identified to drive organizational profitability and financial performance. Organizations have historically been concentrating heavily on the flow of goods and services, while less attention has been dedicated to the flow of money. While supply chains are becoming more transparent and automated, new opportunities for financial supply chain management have emerged through information technology solutions and comprehensive financial supply chain management strategies. This research concentrates on the end part of the purchasing process which is the handling of invoices. Efficient invoice processing can have an impact on organizations working capital management and thus provide companies with better readiness to face the challenges related to cash management. Leveraging a process mining solution the aim of this research was to examine the automated invoice handling process of four different organizations. The invoice data was collected from each organizations invoice processing system. The sample included all the invoices organizations had processed during the year 2012. The main objective was to find out whether e-invoices are faster to process in an automated invoice processing solution than scanned invoices (post entry into invoice processing solution). Other objectives included looking into the longest lead times between process steps and the impact of manual process steps on cycle time. Processing of invoices from maverick purchases was also examined. Based on the results of the research and previous literature on the subject, suggestions for improving the process were proposed. The results of the research indicate that scanned invoices were processed faster than e-invoices. This is mostly due to the more complex processing of e-invoices. It should be noted however that the manual tasks related to turning a paper invoice into electronic format through scanning are ignored in this research. The transitions with the longest lead times in the invoice handling process included both pre-automated steps as well as manual steps performed by humans. When the most common manual steps were examined in more detail, it was clear that these steps had a prolonging impact on the process. Regarding invoices from maverick purchases the evidence shows that these invoices were slower to process than invoices from purchases conducted through e-procurement systems and from preferred suppliers. Suggestions on how to improve the process included: increasing invoice matching, reducing of manual steps and leveraging of different value added services such as invoice validation service, mobile solutions and supply chain financing services. For companies that have already reaped all the process efficiencies the next step is to engage in collaborative financial supply chain management strategies that can benefit the whole supply chain.

Households’ willingness to engage in demand response in the Finnish retail electricity market: an empirical study

If electricity users adjusted their consumption patterns according to time-variable electricity prices or other signals about the state of the power system, generation and network assets could be used more efficiently, and matching intermittent renewable power generation with electricity demand would be facilitated. This kind of adjustment of electricity consumption, or demand response, may be based on consumers’ decisions to shift or reduce electricity use in response to time-variable electricity prices or on the remote control of consumers’ electric appliances. However, while demand response is suggested as a solution to many issues in power systems, actual experiences from demand response programs with residential customers are mainly limited to short pilots with a small number of voluntary participants, and information about what kinds of changes consumers are willing and able to make and what motivates these changes is scarce. This doctoral dissertation contributes to the knowledge about what kinds of factors impact on residential consumers’ willingness and ability to take part in demand response. Saving opportunities calculated with actual price data from the Finnish retail electricity market are compared with the occurred supplier switching to generate a first estimate about how large savings could trigger action also in the case of demand response. Residential consumers’ motives to participate in demand response are also studied by a web-based survey with 2103 responses. Further, experiences of households with electricity consumption monitoring systems are discussed to increase knowledge about consumers’ interest in getting more information on their electricity use and adjusting their behavior based on it. Impacts of information on willingness to participate in demand response programs are also approached by a survey for experts of their willingness to engage in demand response activities. Residential customers seem ready to allow remote control of electric appliances that does not require changes in their everyday routines. Based on residents’ own activity, the electricity consuming activities that are considered shiftable are very limited. In both cases, the savings in electricity costs required to allow remote control or to engage in demand response activities are relatively high. Nonmonetary incentives appeal to fewer households.

From social action to business action - A qualitative research on the professionalization process of a blogger: Case P.s. I Love Fashion -blog

Blogging is one of the most common forms of social media today. Blogs have become a powerful media and bloggers are settled stakeholders to marketers. Commercialization of the blogosphere has enabled an increasing number of bloggers professionalize and blog as a full-time occupation. The purpose of this study is to understand the professionalization process of a blogger from an amateur blogger to a professional actor. The following sub-questions were used to further elaborate the topic: What have been the meaningful events and developments fostering professionalization? What are the prerequisites for popularity in blogging? Are there any key success factors to acknowledge in order being able to make business out of your blog? The theoretical framework of this study was formed based on the two chosen focus areas for professionalization; social drivers and business drivers. The theoretical framework is based on literature from fields of marketing and social sciences, as well as previous research on social media, blogging and professionalization. The study is a qualitative case-study and the research data was collected in a semi-structured interview. The case chosen to this study is a lifestyle-blog. The writer of the case blog has been able to develop her blog to become a full-time professional blogger. Based on the results, the professionalization process of a blogger is not a defined process, but instead comprised of coincidental events as well as considered advancements. Success in blogging is based on the bloggers own motivation and passion for writing and expressing oneself in the form of a blog, instead of a systematic construction of a successful career in blogging. Networking with other bloggers as well as affiliates was seen as an important success factor. Popularity in the blogosphere and a high number of followers enable professionalization, as marketers actively seek to collaborate with popular bloggers with strong personal brands. Bloggers with strong personal brands are especially attractive due to their opinion leadership in their reference group. A blogger can act professionally either as entrepreneur or blogging for a commercial webpage. According to the results of this study, it is beneficial for the blogger’s professional development as well as career progress, to act on different operating models

Maksullisen verkkopalvelun konsepti mediayhtiölle

Mediayhtiöt miettivät keinoja joilla saataisiin lukijat maksamaan myös verkkopalveluihin julkaistavista sisällöistä. Tässä tutkimuksessa selvitettiin tilaajapohjaisen maksullisen verkkopalvelu-mallin soveltuvuutta Talentum Media Oy:lle sekä kehitettiin yritykselle maksavia asiakkaita houkuttelevan sisältötuotteen konsepti. Tutkimuksessa ei ilmennyt syitä, joiden takia yrityksen olisi syytä lykätä maksullisen verkkopalvelun kehittämistä. Perinteistä lehteä ja sen verkkopalvelua ei kannata nähdä toistensa kilpailijoina. Käyttäjät ovat yhä valmiimpia maksamaan sisällöstä verkossa, kun se on järjestelty houkutteleviksi kokonaisuuksiksi ja paketoitu oikein, sekä kun he säästävät aikaa tai vaivaa verkkopalvelun käytöllä. Verkkopalvelun muuntaminen maksulliseksi on kuitenkin suunniteltava erittäin tarkkaan, muuten käyttäjät saattavat siirtyä ilmaisiin palveluihin. Talentumin verkkopalveluiden käyttäjille tehdyn kyselytutkimuksen mukaan yrityksen verkkopalveluiden käyttäjät maksaisivat mieluiten verkkokoulutuksista, erityisraporteista ja tutkivasta journalismista, ammattikirjojen tiivistelmistä, opastavista tietopaketeista, pörssi- ja yritystiedosta sekä näköislehdistä. Tutkimuksessa kehitettiin maksullisen verkkopalvelun konsepti, joka tarjoaa lukijoille itsensä kehittämisen välineitä sekä informaatiota nopeasti ja vaivattomasti heidän haluamaansa aikaan ja valitsemallaan päätelaitteella. Konseptia seuraavan tuotekehityshankkeen tuloksena syntyvästä verkkopalvelusta odotetaan saatavan merkittävää lisäliikevaihtoa yrityksen online-toiminnoille.

Kuluttajien maksuhalukkuuden tutkiminen tupakkatuotteiden osalta – Case Yritys X

Tutkielmassa tutkitaan maksuhalukkuuden käyttöä tupakkatuotteiden hinnoittelumenetelmänä.

Value perceptions of measurement and monitoring system customers

The value that the customer perceives from a supplier’s offering, impacts customer’s decision making and willingness to pay at the time of the purchase, and the overall satisfaction. Thus, for a business supplier, it is critical to understand their customers’ value perceptions. The objective of this thesis is to understand what measurement and monitoring system customers value, by examining their key purchasing criteria and perceived benefits. Theoretical part of this study consists on reviewing relevant literature on organizational buying behavior and customer perceived value. This study employs a qualitative interview research method. The empirical part of this research consisted of conducting 20 in-depth interviews with life science customers in USA and in Europe. Quality and technical features are the most important purchasing criteria, while product-related benefits seem to be the most important perceived benefits. At the marketing of the system, the emphasis should be at which regulations the system complies with, references of supplier’s prior experience, the reliability and usability of the system, and total costs. The benefits that should be emphasized are the better control of customer’s process, and the proof of customer’s product quality

Searching for keys to successful post-merger integration : a longitudinal case-study following a public sector merger

Unsuccessful mergers are unfortunately the rule rather than the exception. Therefore it is necessary to gain an enhanced understanding of mergers and post-merger integrations (PMI) as well as learning more about how mergers and PMIs of information systems (IS) and people can be facilitated. Studies on PMI of IS are scarce and public sector mergers are even less studied. There is nothing however to indicate that public sector mergers are any more successful than those in the private sector. This thesis covers five studies carried out between 2008 and 2011 in two organizations in higher education that merged in January 2010. The most recent study was carried out two years after the new university was established. The longitudinal case-study focused on the administrators and their opinions of the IS, the work situation and the merger in general. These issues were investigated before, during and after the merger. Both surveys and interviews were used to collect data, to which were added documents that both describe and guide the merger process; in this way we aimed at a triangulation of findings. Administrators were chosen as the focus of the study since public organizations are highly dependent on this staff category, forming the backbone of the organization and whose performance is a key success factor for the organization. Reliable and effective IS are also critical for maintaining a functional and effective organization, and this makes administrators highly dependent on their organizations’ IS for the ability to carry out their duties as intended. The case-study has confirmed the administrators’ dependency on IS that work well. A merger is likely to lead to changes in the IS and the routines associated with the administrators’ work. Hence it was especially interesting to study how the administrators viewed the merger and its consequences for IS and the work situation. The overall research objective is to find key issues for successful mergers and PMIs. The first explorative study in 2008 showed that the administrators were confident of their skills and knowledge of IS and had no fear of having to learn new IS due to the merger. Most administrators had an academic background and were not anxious about whether IS training would be given or not. Before the merger the administrators were positive and enthusiastic towards the merger and also to the changes that they expected. The studies carried out before the merger showed that these administrators were very satisfied with the information provided about the merger. This information was disseminated through various channels and even negative information and postponed decisions were quickly distributed. The study conflicts with the theories that have found that resistance to change is inevitable in a merger. Shortly after the merger the (third) study showed disappointment with the fact that fewer changes than expected had been implemented even if the changes that actually were carried out sometimes led to a more problematic work situation. This was seen to be more prominent for routine changes than IS changes. Still the administrators showed a clear willingness to change and to share their knowledge with new colleagues. This knowledge sharing (also tacit) worked well in the merger and the PMI. The majority reported that the most common way to learn to use new ISs and to apply new routines was by asking help from colleagues. They also needed to take responsibility for their own training and development. Five months after the merger (the fourth study) the administrators had become worried about the changes in communication strategy that had been implemented in the new university. This was perceived as being more anonymous. Furthermore, it was harder to get to know what was happening and to contact the new decision makers. The administrators found that decisions, and the authority to make decisions, had been moved to a higher administrative level than they were accustomed to. A directive management style is recommended in mergers in order to achieve a quick transition without distracting from the core business. A merger process may be tiresome and require considerable effort from the participants. In addition, not everyone can make their voice heard during a merger and consensus is not possible in every question. It is important to find out what is best for the new organization instead of simply claiming that the tried and tested methods of doing things should be implemented. A major problem turned out to be the lack of management continuity during the merger process. Especially problematic was the situation in the IS-department with many substitute managers during the whole merger process (even after the merger was carried out). This meant that no one was in charge of IS-issues and the PMI of IS. Moreover, the top managers were appointed very late in the process; in some cases after the merger was carried out. This led to missed opportunities for building trust and management credibility was heavily affected. The administrators felt neglected and that their competences and knowledge no longer counted. This, together with a reduced and altered information flow, led to rumours and distrust. Before the merger the administrators were convinced that their achievements contributed value to their organizations and that they worked effectively. After the merger they were less sure of their value contribution and effectiveness even if these factors were not totally discounted. The fifth study in November 2011 found that the administrators were still satisfied with their IS as they had been throughout the whole study. Furthermore, they believed that the IS department had done a good job despite challenging circumstances. Both the former organizations lacked IS strategies, which badly affected the IS strategizing during the merger and the PMI. IS strategies deal with issues like system ownership; namely who should pay and who is responsible for maintenance and system development, for organizing system training for new IS, and for effectively run IS even during changing circumstances (e.g. more users). A proactive approach is recommended for IS strategizing to work. This is particularly true during a merger and PMI for handling issues about what ISs should be adopted and implemented in the new organization, issues of integration and reengineering of IS-related processes. In the new university an ITstrategy had still not been decided 26 months after the new university was established. The study shows the importance of the decisive management of IS in a merger requiring that IS issues are addressed in the merger process and that IS decisions are made early. Moreover, the new management needs to be appointed early in order to work actively with the IS-strategizing. It is also necessary to build trust and to plan and make decisions about integration of IS and people.

Measuring effects of strategic utilization of social media in business-to-business marketing: Case Greenlux Finland Oy

Utilization of social media is increasingly common in B2B marketing. Social media is an efficient and cheap marketing and communication channel available for everyone, and thus extremely attractive marketing medium. The more companies get involved in social media the more failures are reported. It is not enough for a company to just be present in social media. Succeeding on it requires hard work, investing time and money, and ability to measure and to monitor performance. With an increasing number of companies failing in utilizing social media, together with lack of research on strategic utilization of social media focusing on B2B marketing, measuring, and monitoring create a purpose for this research. The aim of this research is to discover methods for measuring and monitoring effects of strategic utilization of social media in B2B marketing. Most relevant financial and non-financial indicators are discussed, and the methods by which these can be monitored and measured. In addition, effects of strategic utilization of social media on the case company are measured and analyzed. The research methodology used in this research is a participatory action research, which includes elements of both qualitative and quantitative research methods. The case company examined in the research provides a unique opportunity to follow through all phases of strategic utilization of social media for B2B marketing purposes concluding real effects of social media to the case company, and thus gain a deep understanding about this new marketing medium in the perspective of B2B marketing. Duration of the research period is seven months. During this time, information is collected, measured, and analyzed. Case company does not have any other marketing activities simultaneously which makes it possible to examine social media apart from effects of other visible marketing activities. Effects of strategic utilization of social media can be monitored and measured in many ways. Methods that should be used depend on goals set for social media. Fundamental nature of social media requires multidimensional assessment, and thus effects should be measured, and monitored considering both financial and non-financial indicators. The results implicates that effects of strategic utilization of social media are relatively wide ranged. According to the findings, social media affects positively on brand, number of web page visitors, visitor behavior, and on distribution of awareness. According to investment calculations social media is a legitimate investment for case company. Results also implicate that by using social media case company gains conversation, arouses interest, gets attention, and creates interactivity. In addition and as a side note, winter holiday season appears to have a great effect on social media activity of B2B companies’ representatives.

The accumulation of financial and social capital as a means to achieve a sustained competitive advantage for consumer co-operatives

By so far, scholars have discussed how the characteristics of consumer co-operatives (cooperative principles, values and the dual role of members as the users and owners) can potentially give them a competitive advantage over investor-owned firms (IOFs). In addition, concern for the community (as partly derived from locality and regionality) has been seen as a potential source of success for consumer co-operatives. On the other hand, the geographicbound purpose of consumer co-operation causes that consumer co-operative can be regarded as a challenging company form to manage. This is because, according to the purpose of consumer co-operation, co-operatives are obligated to 1) provide the owners with services and goods that are needed and do so at more affordable prices than their competitors do and/or 2) to operate in areas in which competitors do not want to operate (for example, because of the low profitability in certain area of business or region). Thus, consumer co-operatives have to operate very efficiently in order to execute this geographic-bound corporate purpose (e.g. they cannot withdraw from the competition during the declining stages of business). However, this efficiency cannot be achieved by any means; as the acceptance from the important regional stakeholders is the basic operational precondition and lifeline in the long run. Thereby, the central question for the survival and success of consumer co-operatives is; how should the consumer co-operatives execute its corporate purpose so it can be the best alternative to its members in the long run? This question has remained unanswered and lack empirical evidence in the previous studies on the strategic management of consumer cooperation. In more detail, scholars have not yet empirically investigated the question: How can consumer co-operatives use financial and social capital to achieve a sustained competitive advantage? It is this research gap that this doctoral dissertation aims to fulfil. This doctoral dissertation aims to answer the above questions by combining and utilizing interview data from S Group co-operatives and the central organizations in S Group´s network (overall, 33 interviews were gathered), archival material and 56 published media articles/reports. The study is based on a qualitative case study approach that is aimed at theory development, not theory verification (as the theory is considered as nascent in this field of study). Firstly, the findings of this study indicate that consumer co-operatives accumulate financial capital; 1) by making profit (to invest and grow) and 2) by utilizing a network-based organizational structure (local supply chain economies). As a result of financial capital accumulation, consumer co-operatives are able to achieve efficiency gains but also remain local. In addition, a strong financial capital base increases consumer co-operatives´ independence, competitiveness and their ability to participate in regional development (which is in accordance with their geographically bound corporate purpose). Secondly, consumer cooperatives accumulate social capital through informal networking (with important regional stakeholders), corporate social responsibility (CSR) behaviour and CSR reporting, pursuing common good, and interacting and identity sharing. As a result of social capital accumulation, consumer co-operatives are able to obtain the resources for managing; 1) institutional dependencies and 2) customer relations. By accumulating both social and financial capital through the above presented actions, consumer co-operatives are able to achieve sustained competitive advantage. Finally, this thesis provides useful ideas and new knowledge for cooperative managers concerning why and how consumer co-operatives should accumulate financial and social capital (to achieve sustained competitive advantage), while aligning with their corporate purpose.

Mobile music marketing: willingness towards mobile music recommendations and viral marketing

Matkapuhelimet ovat uusia markkinointikanavia, joiden avulla ihmiset voidaan tavoittaa melkein missä ja milloin vain. Mobiilimarkkinoinnin avulla on mahdollista lähettää henkilökohtaisia mainosviestejä tai tarjota kullekin parhaiten sopivia palveluja. Viraalimarkkinointia voidaan käyttää apuna viestien levittämisessä, aivan kuten internetmainonnassa. Tässä tutkimuksessa on keskitytty matkapuhelimiin lähetettäviin musiikkisuosituksiin sekä siihen miten ihmiset suhtautuvat niihin ja olisivatko he valmiita lähettämään viestejä edelleen kavereilleen. Mobiilimusiikkikysely tehtiin, jotta saataisiin selville asiakkaiden halukkuutta vastaanottaa musiikkisuosituksia matkapuhelimiin, sekä heidän halukkuuttaan viraalimarkkinointia kohtaan. Kyselyyn vastasi kaiken kaikkiaan lähes1300 opiskelijaa. Kyselyn tulokset osoittavat, että lisätutkimusta tulisi tehdä alle 18-vuotiaiden matkapuhelimenkäyttäjien joukossa. Tutkimuksen perusteella löydettiin tekijöitä, jotka vaikuttavat opiskelijoiden halukkuuteen vastaanottaa musiikkisuosituksia matkapuhelimiinsa sekä heidän halukkuuttaan viraalimarkkinointiin.

Using software metrics to increase efficiency in product creation

Opinnäytetyö etsii korrelaatiota ohjelmistomittauksella saavutettujen tulosten ja ohjelmasta löytyneiden virheiden väliltä. Työssä käytetään koeryhmänä jo olemassaolevia ohjelmistoja. Työ tutkii olisiko ohjelmistomittareita käyttämällä ollut mahdollista paikallistaa ohjelmistojen ongelmakohdat ja näin saada arvokasta tietoa ohjelmistokehitykseen. Mittausta voitaisiin käyttää resurssien parempaan kohdentamiseen koodikatselmuksissa, koodi-integraatiossa, systeemitestauksessa ja aikataulutuksessa. Mittaamisen avulla nämä tehtävät saisivat enemmän tietoa resurssien kohdistamiseen. Koeryhmänä käytetään erilaisia ohjelmistotuotteita. Yhteistä näille kaikille tuotteille on niiden peräkkäiset julkaisut. Uutta julkaisua tehtäessä, edellistä julkaisua käytetään pohjana, jonka päällekehitetään uutta lähdekoodia. Tämän takia ohjelmistomittauksessa pitää pystyä erottelemaan edellisen julkaisun lähdekoodi uudesta lähdekoodista. Työssä käytettävät ohjelmistomittarit ovat yleisiä ja ohjelmistotekniikassalaajasti käytettyjä mittaamaan erilaisia lähdekoodin ominaisuuksia, joiden arvellaan vaikuttavan virhealttiuteen. Tämän työn tarkoitus on tutkia näiden ohjelmistomittareiden käytettävyyttä koeryhmänä toimivissa ohjelmistoympäristöissä. Käytännön osuus työstä onnistui löytämään korrelaation joidenkinohjelmistomittareiden ja virheiden väliltä, samalla kuin toiset ohjelmistomittarit eivät antaneet vakuuttavia tuloksia. Ohjelmistomittareita käyttämällä näyttää olevan mahdollista tunnistaa virhealttiit kohdat ohjelmasta ja siten parantaa ohjelmistokehityksen tehokkuutta. Ohjelmistomittareiden käyttö tuotekehityksessäon perusteltavaa ja niiden avulla mahdollisesti pystyttäisiin vaikuttamaan ohjelmiston laatuun tulevissa julkaisuissa.

Yhteiskuntavastuun tarkastelua asiakkaan näkökulmasta: case Osuuspankki

Tämän tutkimuksen tavoitteena on selvittää, mistä Osuuspankin yhteiskuntavastuu koostuu ja miten tärkeänä asiakkaat pitävät Osuuspankin yhteiskuntavastuuta. Tutkimuksen tarkoituksena on tarkastella asiakkaiden mieltymyksiä Osuuspankin yhteiskuntavastuusta triple bottom line-mallin näkökulmasta. Tämä malli jakaa yhteiskuntavastuun taloudelliseen vastuuseen, sosiaaliseen vastuuseen sekä ympäristövastuuseen. Tutkimus toteutettiin kirjallisuuskatsauksen sekä kvalitatiivisen teemahaastattelututkimuksen avulla. Haastateltaviksi valittiin 24 Osuuspankin henkilöasiakasta, joista kaikki olivat iältään 25 - 50-vuotiaita. Haastateltavilta kysyttiin mielipiteitä Osuuspankin yhteiskuntavastuun eri osa-alueiden tärkeydestä, yhteiskuntavastuun vaikutuksesta asiakkaan ostopäätökseen sekä yhteiskuntavastuuseenliittyvästä viestinnästä. Tämän tutkimuksen tulokset osoittavat, että asiakkaat mieltävät osuustoiminnalliset yritykset helposti vastuullisiksi. Osuuspankki on ainut osuustoimintaperiaatteella toimiva suuri pankkiryhmä Suomessa, jolloin Osuuspankilla on tästä näkökulmasta katsottuna etulyöntiasema yhteiskuntavastuuseen muihin pankkiryhmiin verrattuna. Sosiaalisesta vastuusta sekä ympäristövastuusta Osuuspankin pitäisi asiakkaiden mielestä keskittyä enemmän sosiaaliseen vastuuseen, sillä pankkeja ei mielletä ei-ympäristöystävällisiksiyrityksiksi. Haastateltavat eivät ole tähän mennessä miettineet juurikaan vastuullisuutta yksittäistä pankkipalvelua tai pankkia valitessaan. Noin puolet asiakkaista olisi valmiit kuitenkin maksamaan siitä lisätyöstä, mitä yhteiskuntavastuunäkökohtien huomioiminen pankissa edellyttää. Tutkimustulosten mukaan Osuuspankki tulisi tuoda yhteiskuntavastuuta huomattavasti enemmän asiakkaiden näkyville, sillä tällä hetkellä asiakkaat eivät näe Osuuspankin vastuullisuutta.