Klienditeekonda mõjutavad tegurid talude iseteeninduslikes müügipunktides
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Kuupäev
2026
Kättesaadavus
28.08.2026
Autorid
Ajakirja pealkiri
Ajakirja ISSN
Köite pealkiri
Kirjastaja
Eesti Maaülikool
Abstrakt
Kohaliku toidu lühikesed tarneahelad on muutunud regionaalse majanduse toetamisel üha olulisemaks, pakkudes väiketootjatele innovaatiliste iseteeninduslike müügipunktide näol paindlikke ja kulutõhusaid lahendusi. Kuna mehitamata ostukeskkonnas puudub vahetu klienditeenindaja, lasub kogu otsustuskoormus tarbijal ning füüsiline ruum peab võtma üle vaikiva teenindaja rolli.
Magistritöö eesmärk on välja selgitada tarbija klienditeekonda mõjutavad tegurid iseteeninduslikus müügipunktis, et toetada tootjaid müügipunktide arendamisel ja kitsaskohtade lahendamisel. Eesmärgi saavutamiseks rakendati kombineeritud meetodit (mixed methods). Esmalt viidi läbi 10 poolstruktureeritud personaalintervjuud iseteeninduslikke müügipunkte külastanud tarbijatega. Uuringu esimesest etapist esilekerkinud mõjureid kontrolliti seejärel kvantitatiivse veebiküsitluse abil, millele vastas 189 tarbijat. Andmeid analüüsiti kirjeldava statistika, demograafiliste ristvõrdluste ja Spearmani astakkorrelatsiooniga. Mõlemal juhul kasutati mugavus- ja sihtvalimit.
Uuringu tulemused tõid esile klienditeekonda mõjutavad tegurid kuues peamises etapis. Esmase teadlikkuse ja külastuse ajenditena kerkisid esile toodete värskus, kohalik päritolu ning iseteeninduse pakutav sotsiaalne autonoomia. Täiendav demograafiline ja kogemuspõhine ristvõrdlus näitas, et linnaelanikud on tundlikumad füüsiliste ja tehniliste barjääride suhtes, samas kui maaelanikud kasutavad iseteenindust sagedamini igapäevaseks ostlemiseks ning vajavad võõral taluõuel selgemaid suuniseid. Müügipunkti avastamisel on kriitiliseks edukriteeriumiks varajane ja silmapaistev teeäärne märgistus, samas kui saabumisel ja keskkonna tajumisel on peamisteks ebakindluse tekitajateks füüsilised sisenemisbarjäärid ja oodatuse tunde puudumine. Toote valikuprotsessis eelistavad tarbijad kognitiivse koormuse vähendamiseks valmiskaalutud lahendusi ning selget toote- ja hinnainfot. Makseprotsessis on tehingu õnnestumiseks vältimatud mitmekesised digimaksed ja selged maksekinnitused, samas usalduspõhine süsteem loob tarbijas tugeva sotsiaalse vastutustunde ja positiivse emotsiooni. Klienditeekonna emotsioonikõvera analüüs tõestas, et just saabumise ja maksmise etappides kulmineerub kogenematu tarbija eksimishirm. Klienditeekonna lõppedes, ostujärgses etapis, muudab tõrgeteta läbitud iseteenindusprotsess tarbija esialgse ebakindluse pikaajaliseks lojaalsuseks ja püsivaks ostuharjumuseks.
Nendele leidudele tuginedes töötati töös välja praktilised soovitused talunikele ostukeskkonna optimeerimiseks, et edendada lühikeste tarneahelate jätkusuutlikkust. Tulevikusuundadena on asjakohane kaasata uuringutesse tootjate perspektiiv ning analüüsida demograafiliste tegurite mõju iseteenindustehnoloogiate omaksvõtule maapiirkondades.
Short food supply chains have become increasingly important in supporting the regional economy, offering small producers flexible and cost-effective solutions in the form of innovative self-service sales points. Since there is no direct customer service representative in an unmanned shopping environment, the entire decision-making burden falls on the consumer, and the physical space must take over the role of a silent servant. The aim of this Master's thesis is to identify the factors influencing the consumer's customer journey in a self-service sales point in order to support producers in developing these sales points and resolving bottlenecks. To achieve this aim, a mixed methods approach was applied. First, 10 semi-structured personal interviews were conducted with consumers who had visited self-service sales points. The factors that emerged from the first stage of the study were then verified using a quantitative web survey, which received responses from 189 consumers. The data were analyzed using descriptive statistics, demographic cross-comparisons, and Spearman's rank correlation. In both cases, convenience and purposive sampling were used. The results of the study highlighted the factors influencing the customer journey across six main stages. For initial awareness and visit motives, product freshness, local origin, and the social autonomy offered by self-service emerged as the primary drivers. Additional demographic and experience-based cross-comparisons revealed that urban residents are more sensitive to physical and technical barriers, while rural residents use self-service more frequently for daily shopping and require clearer guidelines in an unfamiliar farmyard. In discovering the sales point, early and prominent roadside signage is a critical success factor, while upon arrival and perception of the environment, physical entry barriers and a lack of a welcoming atmosphere are the main causes of uncertainty. During the product selection process, consumers prefer pre-weighed solutions and clear product and pricing information to reduce cognitive load. In the payment process, diverse digital payment options and clear transaction confirmations are essential for a successful transaction, while the trust-based system creates a strong sense of social responsibility and positive emotion in the consumer. An analysis of the customer journey emotion curve proved that the inexperienced consumer's fear of making a mistake culminates precisely in the arrival and payment stages. At the culmination of the customer journey, in the post-purchase stage, a smoothly completed self-service process transforms the consumer's initial uncertainty into long-term loyalty and a persistent purchasing habit. Based on these findings, practical recommendations were developed for farmers to optimize the shopping environment in order to promote the sustainability of short food supply chains. For future research directions, it is relevant to include the producers' perspective and analyze the impact of demographic factors on the adoption of self-service technologies in rural areas.
Short food supply chains have become increasingly important in supporting the regional economy, offering small producers flexible and cost-effective solutions in the form of innovative self-service sales points. Since there is no direct customer service representative in an unmanned shopping environment, the entire decision-making burden falls on the consumer, and the physical space must take over the role of a silent servant. The aim of this Master's thesis is to identify the factors influencing the consumer's customer journey in a self-service sales point in order to support producers in developing these sales points and resolving bottlenecks. To achieve this aim, a mixed methods approach was applied. First, 10 semi-structured personal interviews were conducted with consumers who had visited self-service sales points. The factors that emerged from the first stage of the study were then verified using a quantitative web survey, which received responses from 189 consumers. The data were analyzed using descriptive statistics, demographic cross-comparisons, and Spearman's rank correlation. In both cases, convenience and purposive sampling were used. The results of the study highlighted the factors influencing the customer journey across six main stages. For initial awareness and visit motives, product freshness, local origin, and the social autonomy offered by self-service emerged as the primary drivers. Additional demographic and experience-based cross-comparisons revealed that urban residents are more sensitive to physical and technical barriers, while rural residents use self-service more frequently for daily shopping and require clearer guidelines in an unfamiliar farmyard. In discovering the sales point, early and prominent roadside signage is a critical success factor, while upon arrival and perception of the environment, physical entry barriers and a lack of a welcoming atmosphere are the main causes of uncertainty. During the product selection process, consumers prefer pre-weighed solutions and clear product and pricing information to reduce cognitive load. In the payment process, diverse digital payment options and clear transaction confirmations are essential for a successful transaction, while the trust-based system creates a strong sense of social responsibility and positive emotion in the consumer. An analysis of the customer journey emotion curve proved that the inexperienced consumer's fear of making a mistake culminates precisely in the arrival and payment stages. At the culmination of the customer journey, in the post-purchase stage, a smoothly completed self-service process transforms the consumer's initial uncertainty into long-term loyalty and a persistent purchasing habit. Based on these findings, practical recommendations were developed for farmers to optimize the shopping environment in order to promote the sustainability of short food supply chains. For future research directions, it is relevant to include the producers' perspective and analyze the impact of demographic factors on the adoption of self-service technologies in rural areas.
Kirjeldus
Magistritöö
Ökonoomika ja ettevõtluse õppekaval
Märksõnad
magistritööd, tarbijakäitumine, vaikiv teenindaja, kognitiivne pingutus, lühike tarneahel, sotsiaalne usaldus