HİZMET PAZARLAMASI BAĞLAMINDA THE FOUNDER (2016) FİLMİNİN BETİMSEL ANALİZİ

Yıl 2026, Sayı: 50, 79 - 96, 31.01.2026

Arif Kırmızıkaya , Ahmet Can Akgün

https://doi.org/10.18092/ulikidince.1685498

https://izlik.org/JA63FB47PK

Öz

Günümüzde yaşanan gelişmeler, pazarlama iletişim çalışmalarını dönüştürmüş ve hizmet pazarlaması gibi müşteri odaklı yaklaşımları ön plana çıkarmıştır. Hizmet pazarlaması genel olarak bir şirketin müşterilerine sunduğu fayda odaklı yaklaşımların bütünüdür. Bu çalışma, bütünleşik pazarlama iletişimi kapsamında giderek önem kazanan hizmet pazarlaması yaklaşımını ele almakta ve The Founder (2016) filmini betimsel analiz yöntemiyle incelemektedir. Çalışmanın amacı, McDonald’s markasının kuruluş sürecinde uyguladığı hizmet pazarlamasına dayalı stratejileri belirlemek ve bunların küresel başarıya etkilerini ortaya koymaktır. Nitel araştırma desenine sahip bu çalışmada, film tekrarlı izlenerek önceden belirlenen temalar çerçevesinde analiz edilmiştir. Bulgular, hız, gönüllü sadelik, müşteri odaklılık, standartlaşma ve self-servis uygulamalarının McDonald’s’ın marka kimliğini güçlendirdiğini göstermektedir. Ayrıca tutundurma ve konumlandırma stratejileri, markanın küresel ölçekte benimsenmesini desteklemiştir. Hizmet pazarlamasının temel bileşenleri, müşteri deneyimini ön plana çıkararak güçlü bir marka kimliği oluşturulmasında belirleyici olmuştur.

Anahtar Kelimeler

Hizmet Pazarlaması , Betimsel Analiz , The Founder

DESCRIPTIVE ANALYSIS OF THE FOUNDER (2016) MOVIE IN THE CONTEXT OF SERVICES MARKETING

https://izlik.org/JA63FB47PK

Öz

Recent developments have transformed marketing communication efforts and brought customer-focused approaches such as service marketing to the fore. Service marketing is generally the entirety of a company's benefit-focused approaches to its customers. This study examines the service marketing approach, which is becoming increasingly important within the scope of integrated marketing communication, and in this context, analyses the film The Founder (2016) using descriptive analysis methods. The aim of the study is to identify the service marketing-based strategies applied by the McDonald's brand during its establishment process and to reveal their impact on global success. In this qualitative research design, the film was watched repeatedly and analysed within the framework of pre-determined themes. The findings show that speed, voluntary simplicity, customer focus, standardisation, and self-service practices strengthened McDonald's brand identity. Furthermore, retention and positioning strategies supported the brand's global adoption. The fundamental components of service marketing were decisive in creating a strong brand identity by prioritising the customer experience.

Anahtar Kelimeler

Service Marketing , Descriptive Analysis , The Founder

Kaynakça

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