Sürdürülebilir Dijital Hizmetleştirme: Araç Paylaşım İş Modelinin Kavramsal Modellenmesi

Yıl 2022, Cilt: 17 Sayı: 67, 754 - 775, 31.07.2022

Saliha Karadayı Usta

https://doi.org/10.19168/jyasar.999147

Öz

Sürdürülebilirlik, dijitalleşme ve hizmetleştirme kavramları günümüz küresel salgın ve iklim krizi koşulları ile birlikte önem kazanmış, girişimcilik anlamında yeni iş modellerinin ortaya çıkmasına ortam hazırlamıştır. Bu çalışma ile sürdürülebilir dijital hizmetleştirme iş şekillerinden biri olarak ön plana çıkan araç paylaşımı iş modelinde etkili olan faktörlerin detaylı olarak belirlenmesi, sektör yetkilileri ile analiz edilmesi ve Plithogenic Bulanık Bilişsel Haritalama ile kavramsal modellemesi amaçlanmıştır. Bu amaç doğrultusunda Türkiye’de dijital kanallarla araç kiralamayı mümkün kılan iş modeliyle tanınan TT firması yetkilileri ile iki aşamalı bir görüşme düzenlenmiştir. İlk aşamada sektöre ve sisteme dair literatürde listelenen kavramlar üzerine konuşulmuş, nihai bir kavram listesi elde edilmiştir. İkinci aşamada ise bu kavramlar arası nedensel ilişkiler, Plithogenic Bulanık Bilişsel Haritalama ile sorgulanmıştır. Delphi tekniği uygulanarak yetkililerin ortak bir kararda buluşması sağlanmıştır. Araştırmanın bulguları incelendiğinde “dijital araç paylaşımı iş modelinin geniş kitlelerce benimsenmesi”, “araçların ekonomik ömrü boyunca yüksek verimlilik ve etkinlikte kullanılması” ve “otomotiv endüstrisinin daha uzun ömürlü, daha dayanıklı, daha kaliteli araç tasarlaması ve üretmesi” kavramlarının yüksek etkileme kuvvetine dikkat çekmekte, nihayetinde “sürdürülebilir tedarik zinciri” yapısının oluşmasına ve “döngüsel ekonominin” mümkün hale gelmesine vurgu yapmaktadır. Çalışma, sektör yetkililerinin görüşlerindeki belirsizliğin modellenmesini mümkün kılmasıyla ve kavramsal düğümlerin çelişki derecesini dikkate almasıyla, hem sektör yetkililerine hem de literatüre katkı sağlamaktadır.

Anahtar Kelimeler

Dijital İş Modelleri, Araç Paylaşımı, Plithogenic Bulanık Bilişsel Haritalama, Sürdürülebilirlik

Sustainable Digital Servicization: Conceptual Modeling of the Car Sharing Business Model

Öz

The concepts of sustainability, digitalization and servicization have gained importance with today's global pandemics and climate crisis conditions, and have prepared the environment for the emergence of new business models in terms of entrepreneurship. It is aimed to determine the concepts affecting the car sharing business model which stands out as one of the efficient and sustainable digital service business forms in detail, to analyze these concepts with industry representatives in order to conceptualize them via Plithogenic Fuzzy Cognitive Mapping. A two-stage in-depth interview was held with the TT company representatives which has the business model making possible to rent a car through digital channels in Turkey. In the first stage, the concepts regarding the sector and the system of the literature were discussed, and a final concept list was obtained. In the second stage, the causal relationships between these concepts were analyzed via Plithogenic Fuzzy Cognitive Mapping. The Delphi technique is applied to ensure that the authorities met in a common decision. The findings of the research draw attention to the high impact of the “wide adoption of the digital car sharing business model”, “car usage with high efficiency and effectiveness throughout its economic life” and “designing and producing long-lasting, more durable, higher quality cars by the automotive industry” concepts by emphasizing the formation of “sustainable supply chain” structure and making “circular economy” possible. The study contributes to both industry officials and the literature by enabling the uncertainty modeling of expert opinions, and by taking the contradiction degree of conceptual nodes into account.

Anahtar Kelimeler

Digital Business Models, Car Sharing, Plithogenic Fuzzy Cognitive Mapping, Sustainability.

Kaynakça

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