A LOOK AT SERVICE DOMINANT LOGIC IN THE CONTEXT OF HEALTHCARE: A QUALITATIVE RESEARCH

Öz

The old understanding of service marketing focused on the differences between the product and the service within the framework of product-dominant logic rather than defining the service. Service-dominant logic does not compare product and service. It says that the basis of exchange is service and draws a framework.. According to the service-dominant logic, actors in the ecosystem create value by integrating their resources and realizing service-for-service exchange in the light of the regulatory role of institutions. In this study, we tried to understand the extent to which professionals in health services adopt the service-dominant logic. Semi-structured interview technique, which is an in-depth interview technique, was used in the research. As a result of the study conducted with a total of 9 people, including 7 physicians and 2 non-physician hospital managers actively working in Istanbul, experts' views on the actors, services, resources, value and institutions in the healthcare ecosystem were obtained. Although the results are generally consistent with the literature, it is understood that patients, who are at the center of the service-dominant logic, are ignored by professionals and are considered as the service recipients rather than a part of the service.

Anahtar Kelimeler

• Service dominant logic
• service marketing
• health care marketing

HİZMET BASKIN MANTIĞA SAĞLIK HİZMETLERİ BAĞLAMINDA BİR BAKIŞ: KALİTATİF BİR ARAŞTIRMA

Öz

Hizmet pazarlamasındaki eski anlayış hizmeti tanımlamaktan ziyade ürün baskın mantık çerçevesinde ürün ile hizmetin farklılıklarına odaklanmıştır. Hizmet baskın mantık ürün ile hizmetin karşılaştırmasını yapmaz. Mübadelenin temelinde olan şeyin hizmet olduğunu söyler ve bir çerçeve çizer. Hizmet baskın mantığa göre ekosistem içerisindeki aktörler, kaynaklarını entegre ederek kurumların düzenleyici rolü ışığında hizmet için hizmet mübadelesini gerçekleştirerek değer yaratır. Bu çalışmada, sağlık hizmetlerindeki profesyonellerin hizmet baskın mantığı ne ölçüde benimsedikleri anlaşılmaya çalışılmıştır. Araştırmada derinlemesine görüşme tekniği olan yarı yapısal mülakat tekniğinden yararlanılmıştır. İstanbul’da aktif olarak çalışan, 7 hekim ve hekim olmayan 2 hastane yöneticisi olmak üzere toplamda 9 kişi ile yürütülen çalışma sonucunda uzmanların sağlık hizmetleri ekosistemindeki aktörlerin, hizmetin, kaynakların, değerin ve kurumların neler olduğuna dair görüşlerine ulaşılmıştır. Çıktılar literatürle genel olarak uyuşmakla beraber hizmet baskın mantığın merkezinde bulunan hastaların, profesyonellerce göz ardı edildiği ve hizmetin bir parçası değil hizmeti alan taraf olarak kabul edildiği anlaşılmıştır.

Anahtar Kelimeler

• Hizmet baskın mantık
• hizmet pazarlaması
• sağlık hizmetleri pazarlaması

Kaynakça

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