TATMİNİN ÖTESİNDE PAZARLAMA. “TÜKETİCİ MUTLULUĞU” KAVRAMINA YÖNELİK BİBLİYOMETRİK BİR ANALİZ

Öz

Hayatını yaşamaya değer kılmak için her daim acı hissinden kaçınmanın yollarını arayan ve bu hissi zevk öğesine dönüştürecek eylemlere bağlanan insan, mutluluğu farklı şekillerde aramaktadır. Pozitif psikoloji yaklaşımına dayanan mutluluğun, tüketim topluluğunda karşılığı duyuları, duyguları harekete geçiren satın alma davranışlarında gözlemlenmektedir. Hedonik, rasyonel, deneyimsel birçok satın alma yoluyla tüketicilere mutluluk sunulmaktadır. Çalışma kapsamında son zamanlarda pazarlamada sıkça tekrarlanan “consumer happiness” yani “tüketici mutluluğu” kavramına yönelik gerçekleştirilen çalışmalar özelinde tüketici mutluluğuna dair sistematik literatür araştırmasının haritasını çıkarmak hedeflenmiştir. Elde edilen bu bulgularla gelecekte yapılacak çalışmalar için alt yapının oluşturulması amaçlanmıştır. Tüketici mutluluğu ile ilgili bulunan ilk eser 2005 yılından Aralık 2024 tarihine kadar yapılan çalışmalar değerlendirilmiştir. Çalışma kapsamında Web of Science veri tabanından ulaşılan 77 eserlerin bibliyometrik verisiyle VOSviewer programı kullanılarak sistemli bir literatür çalışmasının özeti sunulmuştur. Sonuçlarda tüketici mutluluğu ile ilgili çalışmaların en fazla işletme alanında olduğu, en çok çalışılan konunun ise öznel iyi oluş ve tüketici tatmini olduğu belirlenmiştir. Tüketimden sağlanan mutluluğun, tatmin ve öznel iyi oluş kavramlarının bir unsuru olduğu belirlenmiştir. Ayrıca tüketici mutluluğu ile ilgili ulusal ve uluslararası literatürde bibliyometrik bir çalışmaya rastlanılmamıştır. Tüketici mutluluğu ile ilgili gerçekleştirilen bu bibliyometrik çalışmanın, özellikle ulusal literatürdeki boşluğu doldurması beklenmektedir.

Anahtar Kelimeler

• Tüketici mutluluğu
• Tüketici Tatmini
• Öznel İyi Oluş
• Bibliyometrik Analiz

MARKETİNG BEYOND SATİSFACTİON. A BIOMETRIC ANALYSIS OF THE CONCEPT OF ‘CONSUMER HAPPINESS’

Öz

The human being, who is always looking for ways to avoid the feeling of pain in order to make his life worth living, and who is attached to actions that will transform this feeling into an element of pleasure, seeks happiness in different ways. The counterpart of happiness based on the positive psychology approach in the consumption community is observed in purchasing behaviours that stimulate the senses and emotions. Happiness is offered to consumers through hedonic, rational and experiential purchases. Within the scope of the study, it is aimed to map the systematic literature research on consumer happiness in the context of studies on the concept of ‘consumer happiness’, which has been frequently repeated in marketing recently. With these findings, it is aimed to create the infrastructure for future studies. The first work on consumer happiness was evaluated from 2005 to December 2024. Within the scope of the study, the studies accessed from the Web of Science database 77 A summary of a systematic literature study is presented by using VOSviewer programme with bibliometric data of the works. In the results, it is determined that the studies on consumer happiness are mostly in the field of business administration, and the most studied subject is subjective well-being and consumer satisfaction. It has been determined that the happiness obtained from consumption is an element of the concepts of satisfaction and subjective well-being. In addition, no bibliometric study has been found in the national and international literature on consumer happiness. This bibliometric study on consumer happiness is expected to fill the gap in the national literature.

Anahtar Kelimeler

• Consumer Happiness
• Consumer Satisfaction
• Positive Psychology Approach
• Subjective Well-Being
• Biblometric Analysis.

Kaynakça

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