COVID-19 Salgını ve Hizmetlerin Dijitalleştirilmesi: Bir Marka Yaklaşımı

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

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

The Coronavirus (COVID-19) pandemic, which deeply affects almost all countries around theworld, 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 ofusing digital technology-based applications to meet these needs, all countries have focused on digitalizationtoday and have given more importance. Innovations using various advanced technologies are needed toovercome the various problems associated with this viral pandemic. Innovation allows firms to create uniqueproducts or services from competitors aiming to create value for customers. In this respect, digital technologiesgreatly change the evolution of product or service innovation. In the last 10 years, the effects of digitaltransformation on services and service innovations are rarely predictable. The aim of this study is to reveal thereflections 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 todetermine 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 ofservice marks may contribute to a better understanding of innovation in services. As a result, it is seen that theareas most affected in the service sector are related to business management services such as human resourcesapplications, and e-commerce platforms that aim to serve customers. In addition, it has been revealed that thedigitalization tendency is high, especially in the health, education and tourism sectors.

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