DIGITAL TRANSFORMATION IN THE SERVICES INDUSTRY: A BIBLIOMETRIC ANALYSIS OF TRENDS AND FUTURE PERSPECTIVES ON DIGITAL PLATFORM BUSINESS MODELS

Abstract

The rapid evolution of digital technologies has brought about a profound shift in service industries, ushering in an era defined by digital transformation. As businesses increasingly rely on digital platforms for service delivery, understanding the complexities of this digital landscape becomes paramount. This article aims to analyze the research landscape of digital transformation in the service sector, offering insights into noteworthy studies, journals, authors, emerging trends, and potential avenues for future research. However, although interest in this field grows, there is still a noticeable gap in comprehensive research on this subject, which is highlighted by an inadequate number of in-depth studies and a lack of understanding within the relevant areas. Leveraging the Scopus database, the study scrutinizes 559 articles related to digital transformation in the service industry. Utilizing VOSviewer software for analysis, the study explores the organization and connections within publications and citations, considering bibliometric factors such as co-authorship, co-citation networks, keywords, and co-occurrence networks. Findings elucidate valuable insights from highly cited articles, clarifying their significant contributions. The study evaluates publication patterns, author influence, and key trends within the service sector. Emphasizing the need for further investigation, the article suggests expanding the scope of publications to include databases like WoS, Dimensions and PubMed alongside Scopus. While proposing this enhancement, the article acknowledges the associated limitations.