An Important Concept for Career Development Practices and Studies: Service Orientation

Year 2020, Volume: 4 Issue: 2, 92 - 121, 15.12.2020

Yrd. Doç. Dr. Mustafa Kılınç , Kıvanç Uzun

Abstract

The concept of service orientation is an important concept that is researched in terms of the individual employee in particular and the customer-oriented policies of businesses in general. At the individual level, service orientation is defined as the tendency of employees to anticipate, recognize and meet customer needs. At the organizational level, service orientation is defined as a variable that affects the climate/culture of an organization, its strategies towards the customer and its competition with other companies that provide services. When the studies on the concept of service orientation in the literature are examined, it is understood that research has been conducted on this concept for many years in the international literature, but this concept has been neglected in the national literature. This situation makes it difficult to come up with an operational definition of the concept of service orientation in our culture at both individual and organizational levels. In this context, it should be noted that there is a lack of literature that will lay the ground for research on the concept of service orientation. The current study is considered to be extremely important in terms of filling an important gap in the national literature in order to understand exactly what the concept of service orientation is and how it can be used in career development, practices and studies. The current study attempts to provide insights for future researchers who want to conduct studies on service orientation, for businesses to select employees with high levels of service orientation for the service industry and for employees who want to gain new skills in the process of career development.

Keywords

Service orientation, service oriented, service quality, service strategy, customer orientation, customer oriented

Kariyer Geliştirme Uygulama ve Araştırmaları için Önemli Bir Kavram: Hizmet Yönelimi

Abstract

Hizmet yönelimi kavramı, hem bireysel açıdan çalışan özelinde, hem de işletmelerin müşteriye yönelik politikaları genelinde araştırılan önemli bir kavramdır. Bireysel düzeyde hizmet yönelimi; çalışanların müşteri ihtiyaçlarını öngörmeye, tanımaya ve karşılamaya olan yatkınlıkları şeklinde tanımlanmaktadır. Örgütsel düzeyde hizmet yönelimi ise bir kurumun iklimini/kültürünü, müşteriye yönelik stretejilerini ve hizmet sunan diğer şirketlerle olan rekabetini etkileyen bir değişken olarak kendisine ifade alanı bulmaktadır. Alanyazında hizmet yönelimi kavramına ilişkin yapılan çalışmalar incelendiğinde; yabancı alanyazında bu kavrama yönelik uzun yıllardır araştırmaların yapıldığı ancak yerli alanyazında ise bu kavramın ihmal edildiği anlaşılmaktadır. Bu durum kültürümüzde hizmet yönelimi kavramının hem bireysel hem de örgütsel düzeyde işevuruk tanımının yapılmasını zorlaştırmaktadır. Bu bağlamda hizmet yönelimi kavramı ile ilgili araştırmaların yapılmasına altyapı sağlayacak, kültürümüze özgü bir alanyazın bilgisinin eksikliği dikkat çekmektedir. Bu çalışma, hizmet yönelimi kavramının tam olarak ne olduğunun ve bu kavramın kariyer geliştirme, uygulama ve araştırmalarında ne yönde kullanılabileceğinin anlaşılabilmesi adına, yerli alanyazındaki önemli bir boşluğu doldurması bakımından son derece önemli görülmektedir. Bu araştırma, hizmet yönelimi üzerine çalışmalar yapmak isteyen gelecekteki araştırmacılara, şirketlerin hizmet endüstrisi için yüksek hizmet yönelimli çalışanlar seçmesine ve kariyer gelişimi sürecinde kendisine yeni beceriler katmak isteyen çalışanlara daha derin bir içgörü sağlamaya çalışmıştır.

Keywords

Hizmet yönelimi, hizmet odaklılık, hizmet kalitesi, hizmet stratejisi, müşteri yönelimi, müşteri odaklılık

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