COVID-19 Pandemic and Digitalization of Service Organizations: A Trademark Approach

The Coronavirus (COVID-19) pandemic, which deeply affects almost all countries around the world, has unprecedented effects on businesses and industries so far. During the ongoing COVID-19 pandemic, there was a greater need for the use of internet technologies and digital applications. Due to the necessity of using digital technology-based applications to meet these needs, all countries have focused on digitalization today and have given more importance. Innovations using various advanced technologies are needed to overcome the various problems associated with this viral pandemic. Innovation allows firms to create unique products or services from competitors aiming to create value for customers. In this respect, digital technologies greatly change the evolution of product or service innovation. In the last 10 years, the effects of digital transformation on services and service innovations are rarely predictable. The aim of this study is to reveal the reflections of the digitalization effect and digital transformation on service innovations during the COVID-19 pandemic. This researches focus on digital service mark applications in the pandemic. It is possible to determine the digitalization tendency through the classes in the service mark application dataset. For this, digital service innovations are classified according to the international nice classification system. In this study, service mark applications are used as a dataset to analyze the digitalization effect on services. Analysis of service marks may contribute to a better understanding of innovation in services. As a result, it is seen that the areas most affected in the service sector are related to business management services such as human resources applications, and e-commerce platforms that aim to serve customers. In addition, it has been revealed that the digitalization tendency is high, especially in the health, education and tourism sectors.

COVID-19 Salgını ve Hizmetlerin Dijitalleştirilmesi: Bir Marka Yaklaşımı

Dünya genelinde neredeyse tüm ülkeleri derinden etkileyen Coronavirus (COVID-19) salgını işletmeler ve endüstriler üzerinde şimdiye kadar eşi benzeri görülmemiş etkilere sahiptir. Halen devam etmekte olan COVID-19 salgını sürecinde internet teknolojileri ve dijital uygulamaların kullanımına daha fazla ihtiyaç duyuldu. Bu ihtiyaçların giderilmesinde dijital teknoloji tabanlı uygulamaları kullanma zorunluluğu nedeniyle günümüzde tüm ülkeler dijitalleşmeye odaklandı ve daha fazla önem verdiler. Bu viral salgınla ilgili çeşitli problemlerin üstesinden gelmek için çeşitli ileri teknolojilerin kullanılması ile yapılan inovasyonlara gereksinim vardır. İnovasyon, firmaların müşteriler için değer yaratmayı amaçlayan rakiplerden benzersiz ürünler veya hizmetler üretmelerine olanak tanır. Bu bakımdan dijital teknolojiler, ürün veya hizmet inovasyonunun gelişimini büyük ölçüde değiştirir. Son 10 yılda, dijital dönüşümün hizmetler ve hizmet inovasyonları üzerindeki etkileri nadiren tahmin edilebilmektedir. Bu çalışma, dijitalleşme etkisinin ve dijital dönüşümün COVID-19 pandemisindeki hizmet inovasyonlarına yansımalarını ortaya çıkarmayı amaçlamaktadır. Bu araştırmada, pandemide dijital hizmet markası başvurularına odaklanılmıştır. Hizmet markası başvuru bilgilerindeki sınıflar üzerinden dijitalleşme eğilimini belirlemek mümkündür. Bunun için dijital hizmet yenilikleri uluslararası marka sınıflandırma sistemine göre sınıflandırılmaktadır. Bu çalışmada, hizmetler üzerindeki dijitalleşme etkisini analiz etmek için hizmet marka başvuruları veriseti olarak kullanılmıştır. Hizmet markaları analizi, hizmetlerde yeniliğin daha iyi anlaşılmasına katkıda bulunabilir. Sonuç olarak, hizmet sektöründe en fazla etkilenen faaliyet alanlarının insan kaynakları uygulamaları gibi işletme yönetimi hizmetleri ve müşterilere hizmet vermeyi amaçlayan e-ticaret platformları ile ilgili olduğu görülmektedir. Ayrıca, özellikle sağlık, eğitim ve turizm sektörlerinde dijitalleşme eğiliminin yüksek olduğu ortaya çıkmıştır.

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