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ISSN 2063-5346
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DOES JOB SATISFACTION MEDIATE THE RELATIONSHIP BETWEEN WORKPLACE SPIRITUALITY AND EMPLOYEECUSTOMER ORIENTATION: A STUDY OF MSMES EMPLOYEES

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Sapna Rani , Dr Neetu Rani
» doi: 10.31838/ecb/2023.12.s1-B.204

Abstract

Customer orientation is an important factor for the success of all organizations, but for service-providing firms, it is an indispensable factor. Understanding consumer needs has become one of the tactics for successfully marketing products or services. It is hypothesised in the literature that “workplace spirituality(WPS)” facilitates employees' psychology and generates tremendous enthusiasm to provide better services to customers of firms, but no empirical research has been done to show how WPS and employee-customer orientation are related. Thus, the present study intended to fill this gap and investigate how WPS affects “employee-customer orientation” in the case of service-providing MSMEs. A sample of 377 employees was selected using the judgemental sampling technique. The collected data were analyzed with the help of the PLS-SEM technique. The study's results showed that WPS significantly and positively affects “job satisfaction” and “Employee-customer orientation(ECO)” and “job satisfaction" partially mediates the relationship between WPS and ECO. The findings of the study suggest that executives of MSMEs should promote spiritual practices at work by assigning meaningful work to employees, arranging yoga and meditation classes, by incorporating spiritual practices in their mission and culture so that employees can feel that their employer cares for their inner(spiritual) needs and can perceive a sense alignment between their values and organizational values. An increase in employee customer orientation could lead to the enhancement of MSMEs' performance

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