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Relação entre Mindfulness e confiança do consumidor
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O mindfulness é um tema antigo, introduzido há mais de 2500 anos no oriente e a sua prática foi desenvolvida e aprimorada pelos budistas. Contudo, foi falado e utilizado pela primeira vez, nos tempos contemporâneos, no final da década de 70 por Jon Kabat-Zinn, nos Estados Unidos da América, e este era visto como sendo uma prática de meditação que ajudava os indivíduos a reduzirem o stress. Porém, o mindfulness, para além de ser uma prática de meditação que pode ser desenvolvida e aprimorada é, também, um traço inerente a cada indivíduo, ou seja, cada indivíduo tem uma maneira diferente de estar consciente no momento presente. Mindfulness pode ser definido como a capacidade de estar atento e consciente no momento presente, sem autojulgamentos ou expetativas. O mindfulness tem vindo a ser estudado nas últimas décadas e existem inúmeros estudos sobre a relação entre mindfulness e consumidor, porém existe um gap relativamente a estudos que relacionem mindfulness e confiança do consumidor e irá ser esse gap que iremos investigar nesta dissertação. O principal objetivo desta dissertação é perceber qual a relação entre mindfulness e confiança do consumidor. E o objetivo secundário é perceber qual a relação entre mindfulness e lealdade do consumidor. Para responder aos objetivos, foi utilizada uma metodologia quantitativa. Primeiramente, foram selecionadas as empresas consideradas como competentes (Auchan e Worten). Posteriormente, foi realizado um questionário de respostas fechadas, obtiveram-se 211 respostas válidas, fruto da divulgação e partilha deste questionário. Após a validação das respostas procedeu-se a uma análise de dados e tratamento dos mesmos. Foi realizada uma análise descritiva, foram calculados os alphas de Cronbach das dimensões do questionário e, por último, foi realizada uma análise de regressão linear. Não foi encontrada evidência de uma relação significativa entre mindfulness do consumidor e a confiança do mesmo nas empresas. No entanto, foi encontrada uma evidência parcial para a relação positiva entre mindfulness e lealdade do consumidor.
Mindfulness is an ancient theme, introduced over 2500 years ago in the Orient and its practice was developed and improved by Buddhists. However, it was first spoken and used in contemporary times in the late 1970s by Jon Kabat-Zinn in the United States of America, and this was seen as a meditation practice that helped individuals to reduce stress. However, mindfulness, in addition to being a meditation practice that can be developed and improved, is also an inherent trait of each individual, that is, each individual has a different way of being aware in the present moment. Mindfulness can be defined as the ability to be aware and aware in the present moment, without self-judgments or expectations. Mindfulness has been studied in recent decades and there are numerous studies on the relationship between mindfulness and consumer, but there is a gap in relation to studies that relate mindfulness and consumer trust and this gap will be investigated in this dissertation. The main objective of this dissertation is to understand the relationship between mindfulness and consumer trust. And the secondary goal is to see what the relationship is between mindfulness and customer loyalty. To meet the objectives, a quantitative methodology was used. First, companies considered competent (Auchan and Worten) were selected. Subsequently, a closed-response questionnaire was carried out, resulting in 211 valid responses, as a result of the dissemination and sharing of this questionnaire. After validating the answers, data analysis and treatment were carried out. A descriptive analysis was performed, Cronbach's alphas were calculated for the dimensions of the questionnaire and, finally, a linear regression analysis was performed. There was no evidence of a significant relationship between consumer mindfulness and consumer trust in companies. However, partial evidence was found for a positive relationship between mindfulness and consumer loyalty.
Mindfulness is an ancient theme, introduced over 2500 years ago in the Orient and its practice was developed and improved by Buddhists. However, it was first spoken and used in contemporary times in the late 1970s by Jon Kabat-Zinn in the United States of America, and this was seen as a meditation practice that helped individuals to reduce stress. However, mindfulness, in addition to being a meditation practice that can be developed and improved, is also an inherent trait of each individual, that is, each individual has a different way of being aware in the present moment. Mindfulness can be defined as the ability to be aware and aware in the present moment, without self-judgments or expectations. Mindfulness has been studied in recent decades and there are numerous studies on the relationship between mindfulness and consumer, but there is a gap in relation to studies that relate mindfulness and consumer trust and this gap will be investigated in this dissertation. The main objective of this dissertation is to understand the relationship between mindfulness and consumer trust. And the secondary goal is to see what the relationship is between mindfulness and customer loyalty. To meet the objectives, a quantitative methodology was used. First, companies considered competent (Auchan and Worten) were selected. Subsequently, a closed-response questionnaire was carried out, resulting in 211 valid responses, as a result of the dissemination and sharing of this questionnaire. After validating the answers, data analysis and treatment were carried out. A descriptive analysis was performed, Cronbach's alphas were calculated for the dimensions of the questionnaire and, finally, a linear regression analysis was performed. There was no evidence of a significant relationship between consumer mindfulness and consumer trust in companies. However, partial evidence was found for a positive relationship between mindfulness and consumer loyalty.
Descrição
Palavras-chave
Mindfulness Consumidor Confiança do Consumidor Lealdade do Consumidor