An Empirical Study on the Effects of Mindfulness, Embodied Cognition, Behavioral Intention and Altruism on Job Satisfaction of Employees, Customer Satisfaction and Their Repurchase Intentions

Öz

This article aimed to reveal the effects of four different psychological approaches for employees to be satisfied with their jobs and consequently to increase the customers' intentions to prefer them again. These four different approaches are mindfulness, embodied cognition, behavioral intention, and altruism. In the study, one concrete behavior that is thought to represent each of these four different approaches was tested. These behaviors are respectively feeling high energy (mindfulness), listening while with mouth slightly opened (embodied cognition), thinking of the self as eager to show high interest (behavioral intention), and asking questions (altruism). Theatrical applications were carried out with a total of 571 participants from three different profile groups (healthcare employees, automotive service employees and students) in an educational environment, with four different scenarios and eight different versions and the results were statistically compared and analyzed. As a result of the research, it was determined that the four behaviors in question increased employees' job satisfaction, customers' satisfaction, and repurchase intentions, but that there were no significant differences between them in terms of their effects. This research reveals that simple and individual attitude and behavior changes could lead to significant business outcomes such as customer loyalty.

Anahtar Kelimeler

• Job Satisfaction
• Customer Satisfaction
• Repurchase Intention
• Mindfulness
• Embodied Cognition

Çalışanların İş Tatmini, Müşterilerin Memnuniyeti ve Tekrar Satın Alma Niyetleri Üzerinde Farkındalık, Bedensel Biliş, Davranışsal Niyet ve Özgeciliğin Etkileri Üzerine Ampirik Bir Çalışma

Öz

Bu makalenin amacı çalışanların yaptıkları işten tatmin olmaları ve bunun sonucunda da müşterilerin kendilerini tekrar tercih etme niyetlerinin artması için dört farklı psikolojik yaklaşımın etkilerini ortaya koymaktır. Bu dört yaklaşım öz farkındalık (mindfullnes), bedenleşmiş biliş (embodied cognition), davranışsal niyet ve diğerkamlıktır (altruism). Araştırmada bu dört yaklaşımı temsil ettiği düşünülen ayrı birer somut davranış test edilmiştir. Bu davranışlar sırasıyla yüksek enerjili olduğunu hissetme (öz farkındalık), hafifçe ağzını açarak dinleme (bedenleşmiş biliş), yüksek ilgi gösterme amacıyla istekli olduğunu düşünme (davranışsal niyet) ve soru sormadır (diğerkamlık). Toplamda öğrenci ve çalışanlardan oluşan 571 farklı denekle eğitim ortamında tiyatral uygulama yapılmış ve sonuçlar değerlendirilmiştir. Denekler kendilerinden istenen davranışları sergiledikten hemen sonra değerlendirmede bulunmuşlardır. Karşılaştırma yapabilmek için her bir davranış için diğer koşullar aynı kalmak üzere önce ve sonrası olarak iki ayrı değerlendirme yapılmıştır. Araştırma sonucunda söz konusu dört davranışın çalışanların kendi iş tatminlerini, müşterilerin memnuniyetlerini ve tekrar satın alma niyetlerini artırdığı, ancak etkileri konusunda kendi aralarında anlamlı bir farklılık olmadığı tespit edilmiştir.

Anahtar Kelimeler

• İş Tatmini
• Müşteri Memnuniyeti
• Tekrar Satın Alma Niyeti
• Özfarkındalık
• Bedenleşmiş Biliş

Kaynakça

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