HİZMET BASKIN MANTIK YAKLAŞIMININ TEMATİK GELİŞİM SÜREÇLERİ VE BİLİMSEL ÜRETİM DİNAMİKLERİ: 2004-2021 YILLARI ARASI YAYIMLANAN ARAŞTIRMALARIN BİBLİYOMETRİK ANALİZİ

Yıl 2022, Cilt: 15 Sayı: 3, 649 - 680, 30.09.2022

Hazal Duman Alptekin Semra Doğan

Öz

Bu çalışmanın amacı, pazarlama literatüründe 17 yıllık bir birikime sahip olan hizmet
baskın mantık araştırmalarının bibliyometrik bakış açısı ile derinlemesine incelenmesidir.
İlgili amaç dahilinde 2004-2021 yılları arasında Web of Science veri tabanında hizmet
baskın mantık yaklaşımı üzerine yayımlanan 912 araştırma bilimsel üretim dinamikleri ve
tematik gelişim süreçleri dikkate alınarak analiz edilmiştir. Analiz sürecinde alanda etkili
dergi, yazar gibi bilimsel üretim dinamiklerinin belirlenmesinde VOSviewer yazılımından
faydalanılmıştır. İncelenen araştırmalarda temaların tarihsel süreçte nasıl şekillendiğinin
ele alınmasında ise SciMAT yazılımından yararlanılmıştır. Bilimsel üretim dinamiklerine
ilişkin analizlerde Vargo ve Lursch’un alanda en etkili yazarlar olmaya devam ettiği öne
çıkarken, Journal of Marketing dergisi alanda hizmet baskın mantık konusunda en etkili
dergi olarak belirlenmiştir. Hizmet baskın mantık çalışmalarının tematik gelişim süreci
ise üç periyot (2004-2009; 2010-2015; 2016-2021) üzerinden incelenmiştir. İncelenen üç
periyotta da tematik çeşitliliğin devamlı bir artış sergilediği ve temaların azalan etkide de
olsa pazarlama ve yönetim çalışmalarını bir araya getirdiği gözlemlenmiştir. İncelenen
periyotlarda alanı şekillendiren motor temaların sürdürülebilirlik sergilemediği çalışmada
öne çıkan bir diğer bulgudur. Bu noktada günümüze yaklaştıkça tema çeşitliliğinin
arttığı, buna karşın dönemler arası tema sürdürülebilirliğinin zayıfladığı gözlemlenmiştir.
Araştırma kapsamında öne çıkan tema çeşitliliği ve sürdürülebilirlik arasındaki ters ilişkide
aktörler, tüketici katılımı, iş modelleri, ağ teorisi, baskın mantıklar ve performans temaları
alana katkı potansiyeli yüksek ve araştırma ihtiyacı duyulan başlıklar olarak öne çıkmıştır.

Anahtar Kelimeler

Hizmet Baskın Mantık, SciMAT, VOSviewer, Bibliyometri, Kurumsal Mantıklar

THE DEVELOPMENT PROCESSES AND SCIENTIFIC PRODUCTION DYNAMICS OF THE SERVICE-DOMINANT LOGIC APPROACH: BIBLIOMETRICS ANALYSIS OF RESEARCH PUBLISHED BETWEEN 2004-2021

Öz

This study aims to examine the service dominant logic research, which have 17 years of experience in the marketing literature, with a bibliometric perspective. Within the scope of this purpose, 912 studies published in the Web of Science database between 2004-2021 were analyzed by considering scientific production dynamics and thematic development processes. In the analysis process, VOSviewer software was used to determine the dynamics of scientific production such as journals and authors that are effective in the field. In the studies examined, SciMAT software was used to deal with how the themes were shaped in the historical process. In the analysis of scientific production dynamics, Vargo and Lusch continued to be the most influential writers in the field, while the Journal of Marketing was determined as the most influential journal on service-dominated logic in the field. In the analysis of scientific production dynamics, Vargo and Lusch continued to be the most influential writers in the field, while the Journal of Marketing was determined as the most influential journal on service-dominated logic in the field. The thematic development process of service-dominated logic studies was examined over three periods (2004-2009; 2010-2015; 2016-2021). It was observed that thematic diversity exhibited a continuous increase in all three periods examined and the themes brought together marketing and management studies, albeit with a decreasing effect. Another prominent finding in the study is that the motor themes that shaped the field in the examined periods did not exhibit sustainability. At this point, it was observed that the diversity of themes increased as we approached the present day, while the sustainability of the themes between the periods weakened. Actors, consumer participation, business models, network theory, dominant logics, and performance themes in the inverse relationship between the diversity of themes and sustainability that stand out within the scope of the research have come to the fore as topics that have a high potential to contribute to the field and need research.

Anahtar Kelimeler

Service-Dominant Logic, SciMAT, VOSviewer, Bibliometric, Institutional Logics

Kaynakça

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