BIBLIOMETRIC ANALYSIS OF ACADEMIC PUBLICATIONS ON OMNI-CHANNEL

Öz

Digitalization, which has an intense effect on many areas of marketing, has affected the retailing field intensively, especially in recent years, due to increasing consumer expectations and competition conditions. This continuous development in retailing is a journey from the creation of different channel alternatives to the integration between these alternative channels. This study focuses on the concept of omni-channel and aims to examine the scientific researches on these alternative channels, which are still developing, with a systematic literature review. The scans made within the scope of the research were obtained from Scopus, an international and very wide-ranging database, and the descriptive statistics and contexts of the articles were tried to be presented. The VOSviewer package program was used to visualize the data obtained through the literature review. A total of 325 articles made in the field of "omni-channel" in the Scopus database were examined according to the journals they were published in, the years of publication, the countries they were published in, and the keywords used extensively. In addition, the articles were evaluated in the context of the subject they were discussed and in terms of their aims.

Anahtar Kelimeler

• Distribution Channels
• Literature Review
• Omni-channel

OMNI-CHANNEL ALANINDAKİ YAYINLARIN BİBLİYOMETRİK ANALİZİ

Öz

Pazarlamanın pek çok alanına yoğun bir şekilde etki eden dijitalleşme artan tüketici beklentileri ve rekabet koşulları dolayısıyla özellikle son yıllarda perakendecilik alanını yoğun bir şekilde etkilemiştir. Perakendecilikte söz konusu bu sürekli geliştirme farklı kanal alternatiflerinin oluşturulmasından bu alternatif kanallar arasındaki bütünleşmenin sağlanmasına kadar uzanan bir yolculuktur. Bu çalışma omni-channel kavramını odağına alarak halen gelişmekte olan bu alternatif kanallara yönelik yapılmış bilimsel araştırmaların sistematik bir literatür taramasıyla incelenmesini amaçlamaktadır. Araştırma kapsamında yapılan taramalar uluslararası ve oldukça geniş kapsama sahip bir veri tabanı olan Scopus’tan elde edilmiş olup, makalelerin tanımlayıcı istatistikleri ve bağlamları sunulmaya çalışılmıştır. Yapılan literatür taraması ile elde edilen verilerin görselleştirilmesi için VOSviewer paket programından yararlanılmıştır. Scopus veri tabanında “omni-channel” alanında yapılmış toplam 325 makale yayınlandıkları dergilere, yayın yıllarına, yayınlanan ülkelere, yoğunluklu olarak kullanılan anahtar kelimelere göre incelenmiştir. Ayrıca makaleler ele alındığı konu bağlamında ve amaçları itibariyle de değerlendirilmiştir

Anahtar Kelimeler

• Omni-channel
• Dağıtım Kanalları
• Literatür Taraması
• Distribution Channels
• Literature Review

Kaynakça

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