Bir Pazarlama Teorisi Olarak Hizmet Baskın Mantık

Pazar ve pazarlamaya ilişkin kavram, kapsam ve içerikleri ister bir bilim olarak ele alalım ister bir disiplin, akademik olarak üretilen bilgilerin teorik argümanlarla desteklenmesi bilimsel yöntemin bir gerekliliğidir. Bu bağlamda pazarlama çalışmalarının çoğunlukla mikro teorilerden yararlandığı görülmekte ve bu mikro teoriler daha çok pazarlama araştırmalarında sıkça başvurulan psikoloji, ekonomi, sosyoloji gibi farklı alanlardan gelmektedir. Bir alanın multi-disipliner olması o alana büyük zenginlikler katmaktadır. Bununla birlikte, pazarlama alanında orta boy teorilerin çok az olduğu, büyük boy bir teorinin olmadığı bilinmektedir. Bu durum farklı alanlardan devşirilen küçük boy teoriler ile elde edilen bilgilerin pazarlama alanında eksikliği duyulan orta ve büyük boy teoriler ile ilişkilendirilememe sorununa neden olmaktadır. Küçük boy teorilerin orta ve büyük boy pazarlama teorileri ile ilişkilendirilememesi ise pazarlama disiplinin sığ ve birbirinden izole bölgelere hapsolmasına neden olmaktadır. Hizmet baskın mantık, pazarlama literatürüne gireli 16 yıllık bir süre geçmiştir. Bu süre zarfında, hizmet baskın mantık kendi içinde gelişmekte ve pazarlama alanında ciddi bir ilgi de görmektedir. Hizmet baskın mantık büyük boy (Meta Theory) bir teori olma iddiasında bulunmamakla birlikte orta boy bir pazarlama teorisi olma iddiasını halen korumaktadır. Orta boy teoriler büyük boy teorilerin oluşmasına zemin hazırlarken küçük boy teoriler ile büyük boy teoriler arasında köprü vazifesi görmektedirler. Bu çalışma, pazara ve pazarlama disiplinine farklı bir pencereden bakan hizmet baskın mantığın ana akım pazarlama düşüncesinden farklarını ortaya koymak için kaleme alınmıştır. Bu çalışma ile pazarlama literatüründe fazla yer kaplamayan teorik çalışmaların neden önemli olduğu vurgulamak istenilmiştir. Ayrıca ülkemizde hizmet baskın mantıkla ilgili çalışmaların az olması sebebiyle bu çalışmanın onu merak eden akademisyenler için fayda sağlaması amaçlanmıştır.

Service-Dominant Logic: As a Marketing Theory

Whether we consider the concepts, scope, and contents of market and marketing as a science or a discipline, it is a necessity of the scientific method to support the information produced academically with theoretical arguments. In this context, it is seen that marketing studies mostly benefit from micro-theories and these micro-theories come from different fields such as psychology, economics, and sociology which are frequently used in marketing research. Multi-disciplinary fields contribute great richness to their areas. However, it is known that there is not a meta-theory in the field of marketing. This situation leads to the problem of not being able to associate the information obtained with micro-theories gathered from different fields with the mid-range and meta-theories that are lacking in the field of marketing. Failure to associate micro-theories with mid-range and meta theories of the marketing causes the area of marketing to be confined to small parts and isolated regions. Service-dominant logic has been 16 years since it entered the marketing literature. During this period, the service-dominant logic is developing in itself and it also has a serious interest in the field of marketing. Service-dominant logic does not claim to be a big (Meta Theory) theory, but it still claims to be a mid-range marketing theory. Mid-range theories lay the ground for the formation of meta-theories, they serve as a bridge between micro-theories and meta-theories as well. This study aims to reveal the differences of service-dominant logic from mainstream marketing thought, which looks at the market and marketing discipline from a different point of view. In this study, the importance of theoretical contributions to the marketing literature was tried to be emphasized. Also, the studies on service-dominant logic are very scarce in our country, this study can be beneficial for academics who are curious about it.

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