Araştırma Makalesi
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HİZMET BASKIN MANTIĞA SAĞLIK HİZMETLERİ BAĞLAMINDA BİR BAKIŞ: KALİTATİF BİR ARAŞTIRMA

Yıl 2023, Cilt: 8 Sayı: 2, 575 - 599, 20.12.2023

Abdülkadir Şencan İrfan Akyüz

https://doi.org/10.54452/jrb.1358692

Öz

Hizmet pazarlamasındaki eski anlayış hizmeti tanımlamaktan ziyade ürün baskın mantık çerçevesinde ürün ile hizmetin farklılıklarına odaklanmıştır. Hizmet baskın mantık ürün ile hizmetin karşılaştırmasını yapmaz. Mübadelenin temelinde olan şeyin hizmet olduğunu söyler ve bir çerçeve çizer. Hizmet baskın mantığa göre ekosistem içerisindeki aktörler, kaynaklarını entegre ederek kurumların düzenleyici rolü ışığında hizmet için hizmet mübadelesini gerçekleştirerek değer yaratır. Bu çalışmada, sağlık hizmetlerindeki profesyonellerin hizmet baskın mantığı ne ölçüde benimsedikleri anlaşılmaya çalışılmıştır. Araştırmada derinlemesine görüşme tekniği olan yarı yapısal mülakat tekniğinden yararlanılmıştır. İstanbul’da aktif olarak çalışan, 7 hekim ve hekim olmayan 2 hastane yöneticisi olmak üzere toplamda 9 kişi ile yürütülen çalışma sonucunda uzmanların sağlık hizmetleri ekosistemindeki aktörlerin, hizmetin, kaynakların, değerin ve kurumların neler olduğuna dair görüşlerine ulaşılmıştır. Çıktılar literatürle genel olarak uyuşmakla beraber hizmet baskın mantığın merkezinde bulunan hastaların, profesyonellerce göz ardı edildiği ve hizmetin bir parçası değil hizmeti alan taraf olarak kabul edildiği anlaşılmıştır.

Anahtar Kelimeler

Hizmet baskın mantık hizmet pazarlaması sağlık hizmetleri pazarlaması

Kaynakça

  • Akaka, M. A., & Chandler, J. D. (2019). Reframing exchange: A service-ecosystems perspective. S. L. Vargo, & R. F. Lusch (Eds.) içinde, The SAGE handbook of service-dominant logic (s. 135-148). California: SAGE.
  • Akram, M., & Khan, F. J. (2007). Health care services and government spending in Pakistan. Islamabad: Pakistan Institute of Development Economics.
  • Arnould, E. J., Price, L. L., & Malshe, A. (2015). Toward a cultural resource-based theory of the customer. R. F. Lusch, & S. L. Vargo (Eds.) içinde, The service-dominant logic of marketing: Dialog, debate, and directions (s. 91-104). New York: Routledge.
  • Badcott, D. (2005). The expert patient: Valid recognition or false hope? Medicine, Health Care and Philosophy, 8, 173-178.
  • Barile, S., Lusch, R., Reynoso, J., Saviano, M., & Spohrer, J. (2016). Systems, networks, and ecosystems in service research. Journal of Service Management, 27(4), 652-674.
  • Baron, S., & Harris, K. (2008). Consumers as resource integrators. Journal of Marketing Management, 24(1-2), 113-130.
  • Berthon, P., & John, J. (2015). From entities to interfaces: Delineating value in customer–firm interactions. R. F. Lusch, & S. L. Vargo (Eds.) içinde, The service dominant logic of marketing: Dialog, debate and directions (s. 196-207). New York: Routledge.
  • Callaway, S. K., & Dobrzykowski, D. D. (2009). Service-oriented entrepreneurship: Service-dominant logic in green design and healthcare. Service Science, 1(4), 225-240.
  • Chakraborty, S., Bhattacharya, S., & Dobrzykowski, D. D. (2014). Impact of supply chain collaboration on value co-creation and firm performance: A healthcare service sector perspective. Procedia Economics and Finance, 11, 676-694.
  • Chandler, J. D., & Vargo, S. L. (2011). Contextualization and value-in-context: How context frames exchange. Marketing Theory, 11(1), 35-49.
  • Crawford, M. J., Rutter, D., Manley, C., Weaver, T., Bhui, K., Fulop, N., & Tyrer, P. (2002). Systematic review of involving patients in the planning and development of health care. British Medical Journal, 325(7375), 1-5.
  • Dahl, A. J., Milne, G. R., & Peltier, J. W. (2021). Digital health information seeking in an omni-channel environment: A shared decision-making and service-dominant logic perspective. Journal of Business Research, 125, 840-850.
  • Duncan, T., & Moriarty, S. E. (1998). A communication-based marketing model for managing relationships. Journal of Marketing, 62(2), 1-13.
  • Edvardsson, B., Gustafsson, A., & Roos, I. (2005). Service portraits in service research: A critical review. International Journal of Service Industry Management, 16(1), 107-121.
  • Fisk, R. P., Brown, S. W., & Bitner, M. J. (1993). Tracking the evolution of the services marketing literature. Journal of Retailing, 69(1), 61-103.
  • Frow, P., McColl-Kennedy, J. R., & Payne, A. (2016). Co-creation practices: Their role in shaping a health care ecosystem. Industrial Marketing Management, 56, 24-39.
  • Gallan, A. S., Jarvis, C. B., Brown, S. W., & Bitner, M. J. (2013). Customer positivity and participation in services: An empirical test in a health care context. Journal of the Academy of Marketing Science, 41, 338-356.
  • Gegez, A. E. (2015). Pazarlama araştırmaları (5. baskı). İstanbul: BETA Basım A.Ş.
  • Grönroos, C. (2006). Adopting a service logic for marketing. Marketing Theory, 6(3), 317-333.
  • Grönroos, C. (2008). Service logic revisited: Who creates value? And who co-creates? European Business Review, 20(4), 298 – 314.
  • Grönroos, C., & Voima, P. (2013). Critical service logic: Making sense of value creation and co-creation. Journal of the Academy of Marketing Science, 41, 133-150.
  • Gummesson, E. (2008). Extending the service dominant logic: From customer centricity to balanced centricity. Journal of the Academy of Marketing Science, 36, 15-17.
  • Gummesson, E. (2015). Many-to-many marketing as grand theory: A nordic school contribution. R. F. Lusch, & S. L. Vargo (Eds.) içinde, The service dominant logic of marketing: Dialog, debate and directions (s. 339- 353). New York: Routledge.
  • Gummesson, E. (2019). Toward a grand view of service: The role of service-dominant logic. S. L. Vargo, & R. F. Lusch (Eds.) içinde, The SAGE handbook of service dominant logic (s. 701-719). London: SAGE.
  • Hardyman, W., Daunt, K. L., & Kitchener, M. (2015). Value co-creation through patient engagement in health care. Public Management Review, 17(1), 90-107.
  • Holbrook, M. B. (1999). Introduction to consumer value. M. B. Holbrook (Ed.) içinde, Consumer value: A framework for analysis and research (s. 1-28). London: Routledge.
  • Joiner, K. A., & Lusch, R. F. (2016). Evolving to a new service-dominant logic for health care. Innovation and Entrepreneurship in Health, 25-33.
  • Joseph-Williams, N., Elwyn, G., & Edwards, A. (2014). Knowledge is not power for patients: A systematic review and thematic synthesis of patient-reported barriers and facilitators to shared decision making. Patient Education and Counseling, 94(3), 291-309.
  • Kurtuluş, K. (2010). Araştırma yöntemleri. İstanbul: Türkmen Kitabevi.
  • Lawrence, T. B., Hardy, C., & Phillips, N. (2002). Institutional effects of interorganizational collaboration: The emergence of proto-institutions. Academy of Management Journal, 45(1), 281-290.
  • Lovelock, C., & Gummesson, E. (2004). Whither services marketing? In search of a new paradigm and fresh perspectives. Journal of Service Research, 7(1), 20-41.
  • Lusch, R. F., & Nambisan, S. (2015). Service innovation: A service-dominant logic perspective. MIS Quarterly, 39(1), 155-175.
  • Lusch, R. F., & Vargo, S. L. (2006). Service-dominant logic: Reactions, reflections and refinements. Marketing Theory, 6(3), 281-288.
  • Lusch, R. F., & Vargo, S. L. (2014). Service-dominant logic: Premises, perspectives, possibilities. New York: Cambridge University Press.
  • Lusch, R. F., & Vargo, S. L. (2015). The service dominant logic of marketing: Dialog, debate and directions. New York: Routledge.
  • Lusch, R. F., & Vargo, S. L. (2019). An overview of service-dominant logic. S. L. Vargo, & R. F. Lusch (Eds.) içinde, The SAGE handbook of service-dominant logic (s. 3-21). California: SAGE.
  • Lusch, R. F., Vargo, S. L., & Tanniru, M. (2010). Service, value networks and learning. Journal of The Academy of Marketing Science, 38, 19-31.
  • Madhavaram, S., & Hunt, S. D. (2007). The service-dominant logic and a hierarchy of operant resoruces: Developing masterful operant resources and implications for marketing strategy. Journal of Academy of Marketing Science, 36, 67-82.
  • Mays, N., Pope, C., & Ziebland, S. (2006). Analysing qualitative data. C. Pope, & N. Mays (Eds.) içinde, Qualitative research in health care (3rd ed.) (s. 63-81). UK: Blackwell Publishing Ltd.
  • McCleary, K. J., Rivers, P. A., & Schneller, E. S. (2006). A diagnostic approach to understanding entrepreneurship in health care. Journal of Health and Human Services Administration, 550-577.
  • Nordgren, L. (2009). Value creation in health care services – developing service productivity: Experiences from Sweden. International Journal of Public Sector Management, 22(2), 114-127.
  • Palumbo, R. (2017). The bright side and the dark side of patient empowerment: Co-creation and co-destruction of value in the healthcare environment. Online: Springer. 12 20, 2022 tarihinde https://books.google.com.tr/books?id=fyYmDwAAQBAJ&pg=PA5&dq=editions:ISBN331.958.3433&hl=tr&source=gbs_ selected_pages&cad=3#v=onepage&q&f=false adresinden alındı.
  • Peltier, J. W., Dahl, A. J., & Swan, E. L. (2020). Digital information flows across a B2C/C2C continuum and technological innovations in service ecosystems: A service-dominant logic perspective. Journal of Business Research, 121, 724-734.
  • Pollard, S., Bansback, N., & Bryan, S. (2015). Physician attitudes toward shared decision making: A systematic review. Patient Education and Counseling, 98(9), 1046-1057.
  • Pop, O. M., Leroi-Werelds, S., Roijakkers, N., & Andreassen, T. W. (2018). Institutional types and institutional change in healthcare ecosystems. Journal of Service Management, 29(4), 593-614.
  • Porter, M. E., & Lee, T. H. (2013). The strategy that will fix health care. Harvard Business Review, 91(12), 50-70.
  • Ramaswamy, V., & Özcan, K. (2018). What is co-creation? An interactional creation framework and its implications for value creation. Journal of Business Research, 84, 196-205.
  • Rehman, M., Dean, A., & Pires, G. D. (2012). A research framework for examining customer participation in value co-creation: Applying the service dominant logic to the provision of living support services to oncology day-care patients. International Journal of Behavioural and Healthcare, 3(3-4), 226-243.
  • Rochette, C., A. S., Malartre-Sapienza, S., & Rodier, S. (2021). Telephone follow-up of oncology patients: The contribution of the nurse specialist for a service-dominant logic in hospital. BMC Health Services Research, 21(1), 1-13.
  • Scott, W. R. (2014). Institutions and organizations: Ideas, interests and identities (4th ed.). California: SAGE. Shah, D., Rust, R. T., Parasuraman, A., Staelin, R., & Day, G. S. (2006). The path to customer centricity. Journal of Service Research, 9(2), 113-124.
  • Sharma, S., & Conduit, J. (2016). Cocreation culture in health care organizations. Journal of Service Research, 19(4), 438-457.
  • Shostack, G. L. (1977). Breaking free from product marketing. Journal of Marketing, 41(2), 73-80. Sweeney, J. C., Danaher, T. S., & McColl-Kennedy, J. R. (2015). Customer effort in value cocreation activities: Improving quality of life and behavioral intentions of health care customers. Journal of Service Research, 18(3), 318-335.
  • Vargo, S. L., & Lusch, R. F. (2004b). The four service marketing myths: Remnants of goods-based, manufacturing model. Journal of Service Research, 6(4), 324-335.
  • Vargo, S. L., & Lusch, R. F. (2008). From goods to service(s): Divergences and convergences of logics. Industrial Marketing Management, 37(3), 254-259.
  • Vargo, S. L., & Lusch, R. F. (2011). It’s all B2B...and beyond: Toward a systems perspective of the market. Industrial Marketing Management, 40(2), 181-187.
  • Vargo, S. L., & Lusch, R. F. (2015). Service-dominant logic: What it is, what it is not, what it might be. R. F. Lusch, & S. L. Vargo (Eds.) içinde, The service-dominant logic of marketing: Dialog, debate, and directions (s. 43- 56). New York: Routledge.
  • Vargo, S. L., & Lusch, R. F. (2016). Institutions and axioms: An extension and update of service-dominant logic. Journal of the Academy of Marketing Science, 44, 5-23. Vargo, S. L., & Lusch, R. F. (2017). Service dominant logic 2025. International Journal of Research in Marketing, 34(1), 46-67. Vargo, S. L., & Lusch, R. F. (2019). The SAGE handbook of service-dominant-logic. California: SAGE.
  • Vargo, S., & Lusch, R. (2004a). Evolving to a new dominant logic for marketing. Journal of Marketing, 68(1), 1-17. Vespestad, M.-K., & Clancy, A. (2019). Service dominant logic and primary care services. International Journal of Quality and Service Sciences, 11(1), 127-140.
  • Wald, H. S., Dube, C. E., & Anthony, D. C. (2007). Untangling the web—The impact of internet use on health care and the physician–patient relationship. Patient Education and Counseling, 68(3), 218-224.
  • Wells, R. A., Gallarza, M. G., Andreu, L., & Calero, R. (2015). Application of service dominant logic to the medical device industry. International Review on Public and Nonprofit Marketing, 12, 207-235.
  • Wilkie, W. L., & Moore, E. S. (2015). Examining marketing scholarship and the service dominant logic. R. F. Lusch, & S. L. Vargo (Eds.) içinde, The service dominant logic of marketing: Dialog, debate and directions (s. 266-278). New York: Routledge.
  • Yang, Z., & Su, C. (2014). Institutional theory in business marketing: A conceptual framework and future directions. Industrial Marketing Management, 43(5), 721-725.
  • Yıldırım, A., & Şimşek, H. (2021). Sosyal bilimlerde nitel araştırma yöntemleri (12. baskı). Ankara: Seçkin Yayıncılık.
  • Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence. Journal of Marketing, 52(3), 2-22.

A LOOK AT SERVICE DOMINANT LOGIC IN THE CONTEXT OF HEALTHCARE: A QUALITATIVE RESEARCH

Yıl 2023, Cilt: 8 Sayı: 2, 575 - 599, 20.12.2023

Abdülkadir Şencan İrfan Akyüz

https://doi.org/10.54452/jrb.1358692

Öz

The old understanding of service marketing focused on the differences between the product and the service within the framework of product-dominant logic rather than defining the service. Service-dominant logic does not compare product and service. It says that the basis of exchange is service and draws a framework.. According to the service-dominant logic, actors in the ecosystem create value by integrating their resources and realizing service-for-service exchange in the light of the regulatory role of institutions. In this study, we tried to understand the extent to which professionals in health services adopt the service-dominant logic. Semi-structured interview technique, which is an in-depth interview technique, was used in the research. As a result of the study conducted with a total of 9 people, including 7 physicians and 2 non-physician hospital managers actively working in Istanbul, experts' views on the actors, services, resources, value and institutions in the healthcare ecosystem were obtained. Although the results are generally consistent with the literature, it is understood that patients, who are at the center of the service-dominant logic, are ignored by professionals and are considered as the service recipients rather than a part of the service.

Anahtar Kelimeler

Service dominant logic service marketing health care marketing

Kaynakça

  • Akaka, M. A., & Chandler, J. D. (2019). Reframing exchange: A service-ecosystems perspective. S. L. Vargo, & R. F. Lusch (Eds.) içinde, The SAGE handbook of service-dominant logic (s. 135-148). California: SAGE.
  • Akram, M., & Khan, F. J. (2007). Health care services and government spending in Pakistan. Islamabad: Pakistan Institute of Development Economics.
  • Arnould, E. J., Price, L. L., & Malshe, A. (2015). Toward a cultural resource-based theory of the customer. R. F. Lusch, & S. L. Vargo (Eds.) içinde, The service-dominant logic of marketing: Dialog, debate, and directions (s. 91-104). New York: Routledge.
  • Badcott, D. (2005). The expert patient: Valid recognition or false hope? Medicine, Health Care and Philosophy, 8, 173-178.
  • Barile, S., Lusch, R., Reynoso, J., Saviano, M., & Spohrer, J. (2016). Systems, networks, and ecosystems in service research. Journal of Service Management, 27(4), 652-674.
  • Baron, S., & Harris, K. (2008). Consumers as resource integrators. Journal of Marketing Management, 24(1-2), 113-130.
  • Berthon, P., & John, J. (2015). From entities to interfaces: Delineating value in customer–firm interactions. R. F. Lusch, & S. L. Vargo (Eds.) içinde, The service dominant logic of marketing: Dialog, debate and directions (s. 196-207). New York: Routledge.
  • Callaway, S. K., & Dobrzykowski, D. D. (2009). Service-oriented entrepreneurship: Service-dominant logic in green design and healthcare. Service Science, 1(4), 225-240.
  • Chakraborty, S., Bhattacharya, S., & Dobrzykowski, D. D. (2014). Impact of supply chain collaboration on value co-creation and firm performance: A healthcare service sector perspective. Procedia Economics and Finance, 11, 676-694.
  • Chandler, J. D., & Vargo, S. L. (2011). Contextualization and value-in-context: How context frames exchange. Marketing Theory, 11(1), 35-49.
  • Crawford, M. J., Rutter, D., Manley, C., Weaver, T., Bhui, K., Fulop, N., & Tyrer, P. (2002). Systematic review of involving patients in the planning and development of health care. British Medical Journal, 325(7375), 1-5.
  • Dahl, A. J., Milne, G. R., & Peltier, J. W. (2021). Digital health information seeking in an omni-channel environment: A shared decision-making and service-dominant logic perspective. Journal of Business Research, 125, 840-850.
  • Duncan, T., & Moriarty, S. E. (1998). A communication-based marketing model for managing relationships. Journal of Marketing, 62(2), 1-13.
  • Edvardsson, B., Gustafsson, A., & Roos, I. (2005). Service portraits in service research: A critical review. International Journal of Service Industry Management, 16(1), 107-121.
  • Fisk, R. P., Brown, S. W., & Bitner, M. J. (1993). Tracking the evolution of the services marketing literature. Journal of Retailing, 69(1), 61-103.
  • Frow, P., McColl-Kennedy, J. R., & Payne, A. (2016). Co-creation practices: Their role in shaping a health care ecosystem. Industrial Marketing Management, 56, 24-39.
  • Gallan, A. S., Jarvis, C. B., Brown, S. W., & Bitner, M. J. (2013). Customer positivity and participation in services: An empirical test in a health care context. Journal of the Academy of Marketing Science, 41, 338-356.
  • Gegez, A. E. (2015). Pazarlama araştırmaları (5. baskı). İstanbul: BETA Basım A.Ş.
  • Grönroos, C. (2006). Adopting a service logic for marketing. Marketing Theory, 6(3), 317-333.
  • Grönroos, C. (2008). Service logic revisited: Who creates value? And who co-creates? European Business Review, 20(4), 298 – 314.
  • Grönroos, C., & Voima, P. (2013). Critical service logic: Making sense of value creation and co-creation. Journal of the Academy of Marketing Science, 41, 133-150.
  • Gummesson, E. (2008). Extending the service dominant logic: From customer centricity to balanced centricity. Journal of the Academy of Marketing Science, 36, 15-17.
  • Gummesson, E. (2015). Many-to-many marketing as grand theory: A nordic school contribution. R. F. Lusch, & S. L. Vargo (Eds.) içinde, The service dominant logic of marketing: Dialog, debate and directions (s. 339- 353). New York: Routledge.
  • Gummesson, E. (2019). Toward a grand view of service: The role of service-dominant logic. S. L. Vargo, & R. F. Lusch (Eds.) içinde, The SAGE handbook of service dominant logic (s. 701-719). London: SAGE.
  • Hardyman, W., Daunt, K. L., & Kitchener, M. (2015). Value co-creation through patient engagement in health care. Public Management Review, 17(1), 90-107.
  • Holbrook, M. B. (1999). Introduction to consumer value. M. B. Holbrook (Ed.) içinde, Consumer value: A framework for analysis and research (s. 1-28). London: Routledge.
  • Joiner, K. A., & Lusch, R. F. (2016). Evolving to a new service-dominant logic for health care. Innovation and Entrepreneurship in Health, 25-33.
  • Joseph-Williams, N., Elwyn, G., & Edwards, A. (2014). Knowledge is not power for patients: A systematic review and thematic synthesis of patient-reported barriers and facilitators to shared decision making. Patient Education and Counseling, 94(3), 291-309.
  • Kurtuluş, K. (2010). Araştırma yöntemleri. İstanbul: Türkmen Kitabevi.
  • Lawrence, T. B., Hardy, C., & Phillips, N. (2002). Institutional effects of interorganizational collaboration: The emergence of proto-institutions. Academy of Management Journal, 45(1), 281-290.
  • Lovelock, C., & Gummesson, E. (2004). Whither services marketing? In search of a new paradigm and fresh perspectives. Journal of Service Research, 7(1), 20-41.
  • Lusch, R. F., & Nambisan, S. (2015). Service innovation: A service-dominant logic perspective. MIS Quarterly, 39(1), 155-175.
  • Lusch, R. F., & Vargo, S. L. (2006). Service-dominant logic: Reactions, reflections and refinements. Marketing Theory, 6(3), 281-288.
  • Lusch, R. F., & Vargo, S. L. (2014). Service-dominant logic: Premises, perspectives, possibilities. New York: Cambridge University Press.
  • Lusch, R. F., & Vargo, S. L. (2015). The service dominant logic of marketing: Dialog, debate and directions. New York: Routledge.
  • Lusch, R. F., & Vargo, S. L. (2019). An overview of service-dominant logic. S. L. Vargo, & R. F. Lusch (Eds.) içinde, The SAGE handbook of service-dominant logic (s. 3-21). California: SAGE.
  • Lusch, R. F., Vargo, S. L., & Tanniru, M. (2010). Service, value networks and learning. Journal of The Academy of Marketing Science, 38, 19-31.
  • Madhavaram, S., & Hunt, S. D. (2007). The service-dominant logic and a hierarchy of operant resoruces: Developing masterful operant resources and implications for marketing strategy. Journal of Academy of Marketing Science, 36, 67-82.
  • Mays, N., Pope, C., & Ziebland, S. (2006). Analysing qualitative data. C. Pope, & N. Mays (Eds.) içinde, Qualitative research in health care (3rd ed.) (s. 63-81). UK: Blackwell Publishing Ltd.
  • McCleary, K. J., Rivers, P. A., & Schneller, E. S. (2006). A diagnostic approach to understanding entrepreneurship in health care. Journal of Health and Human Services Administration, 550-577.
  • Nordgren, L. (2009). Value creation in health care services – developing service productivity: Experiences from Sweden. International Journal of Public Sector Management, 22(2), 114-127.
  • Palumbo, R. (2017). The bright side and the dark side of patient empowerment: Co-creation and co-destruction of value in the healthcare environment. Online: Springer. 12 20, 2022 tarihinde https://books.google.com.tr/books?id=fyYmDwAAQBAJ&pg=PA5&dq=editions:ISBN331.958.3433&hl=tr&source=gbs_ selected_pages&cad=3#v=onepage&q&f=false adresinden alındı.
  • Peltier, J. W., Dahl, A. J., & Swan, E. L. (2020). Digital information flows across a B2C/C2C continuum and technological innovations in service ecosystems: A service-dominant logic perspective. Journal of Business Research, 121, 724-734.
  • Pollard, S., Bansback, N., & Bryan, S. (2015). Physician attitudes toward shared decision making: A systematic review. Patient Education and Counseling, 98(9), 1046-1057.
  • Pop, O. M., Leroi-Werelds, S., Roijakkers, N., & Andreassen, T. W. (2018). Institutional types and institutional change in healthcare ecosystems. Journal of Service Management, 29(4), 593-614.
  • Porter, M. E., & Lee, T. H. (2013). The strategy that will fix health care. Harvard Business Review, 91(12), 50-70.
  • Ramaswamy, V., & Özcan, K. (2018). What is co-creation? An interactional creation framework and its implications for value creation. Journal of Business Research, 84, 196-205.
  • Rehman, M., Dean, A., & Pires, G. D. (2012). A research framework for examining customer participation in value co-creation: Applying the service dominant logic to the provision of living support services to oncology day-care patients. International Journal of Behavioural and Healthcare, 3(3-4), 226-243.
  • Rochette, C., A. S., Malartre-Sapienza, S., & Rodier, S. (2021). Telephone follow-up of oncology patients: The contribution of the nurse specialist for a service-dominant logic in hospital. BMC Health Services Research, 21(1), 1-13.
  • Scott, W. R. (2014). Institutions and organizations: Ideas, interests and identities (4th ed.). California: SAGE. Shah, D., Rust, R. T., Parasuraman, A., Staelin, R., & Day, G. S. (2006). The path to customer centricity. Journal of Service Research, 9(2), 113-124.
  • Sharma, S., & Conduit, J. (2016). Cocreation culture in health care organizations. Journal of Service Research, 19(4), 438-457.
  • Shostack, G. L. (1977). Breaking free from product marketing. Journal of Marketing, 41(2), 73-80. Sweeney, J. C., Danaher, T. S., & McColl-Kennedy, J. R. (2015). Customer effort in value cocreation activities: Improving quality of life and behavioral intentions of health care customers. Journal of Service Research, 18(3), 318-335.
  • Vargo, S. L., & Lusch, R. F. (2004b). The four service marketing myths: Remnants of goods-based, manufacturing model. Journal of Service Research, 6(4), 324-335.
  • Vargo, S. L., & Lusch, R. F. (2008). From goods to service(s): Divergences and convergences of logics. Industrial Marketing Management, 37(3), 254-259.
  • Vargo, S. L., & Lusch, R. F. (2011). It’s all B2B...and beyond: Toward a systems perspective of the market. Industrial Marketing Management, 40(2), 181-187.
  • Vargo, S. L., & Lusch, R. F. (2015). Service-dominant logic: What it is, what it is not, what it might be. R. F. Lusch, & S. L. Vargo (Eds.) içinde, The service-dominant logic of marketing: Dialog, debate, and directions (s. 43- 56). New York: Routledge.
  • Vargo, S. L., & Lusch, R. F. (2016). Institutions and axioms: An extension and update of service-dominant logic. Journal of the Academy of Marketing Science, 44, 5-23. Vargo, S. L., & Lusch, R. F. (2017). Service dominant logic 2025. International Journal of Research in Marketing, 34(1), 46-67. Vargo, S. L., & Lusch, R. F. (2019). The SAGE handbook of service-dominant-logic. California: SAGE.
  • Vargo, S., & Lusch, R. (2004a). Evolving to a new dominant logic for marketing. Journal of Marketing, 68(1), 1-17. Vespestad, M.-K., & Clancy, A. (2019). Service dominant logic and primary care services. International Journal of Quality and Service Sciences, 11(1), 127-140.
  • Wald, H. S., Dube, C. E., & Anthony, D. C. (2007). Untangling the web—The impact of internet use on health care and the physician–patient relationship. Patient Education and Counseling, 68(3), 218-224.
  • Wells, R. A., Gallarza, M. G., Andreu, L., & Calero, R. (2015). Application of service dominant logic to the medical device industry. International Review on Public and Nonprofit Marketing, 12, 207-235.
  • Wilkie, W. L., & Moore, E. S. (2015). Examining marketing scholarship and the service dominant logic. R. F. Lusch, & S. L. Vargo (Eds.) içinde, The service dominant logic of marketing: Dialog, debate and directions (s. 266-278). New York: Routledge.
  • Yang, Z., & Su, C. (2014). Institutional theory in business marketing: A conceptual framework and future directions. Industrial Marketing Management, 43(5), 721-725.
  • Yıldırım, A., & Şimşek, H. (2021). Sosyal bilimlerde nitel araştırma yöntemleri (12. baskı). Ankara: Seçkin Yayıncılık.
  • Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence. Journal of Marketing, 52(3), 2-22.
Toplam 64 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Konular İşletme , İş Sistemleri (Diğer)
Bölüm Makaleler
Yazarlar

Abdülkadir Şencan 0000-0001-7337-6218

İrfan Akyüz 0000-0003-1494-3862

Erken Görünüm Tarihi 20 Aralık 2023
Yayımlanma Tarihi 20 Aralık 2023
Gönderilme Tarihi 11 Eylül 2023
Kabul Tarihi 6 Ekim 2023
Yayımlandığı Sayı Yıl 2023 Cilt: 8 Sayı: 2

Kaynak Göster

APA Şencan, A., & Akyüz, İ. (2023). HİZMET BASKIN MANTIĞA SAĞLIK HİZMETLERİ BAĞLAMINDA BİR BAKIŞ: KALİTATİF BİR ARAŞTIRMA. Journal of Research in Business, 8(2), 575-599. https://doi.org/10.54452/jrb.1358692