QUIET QUITTING OF STAFF AND CONSUMER BEHAVIORS IN THE AGE OF DIGITIZATION
DOI:
https://doi.org/10.18623/rvd.v23.n1.3955Keywords:
Business Management, Quiet Quitting, Consumer Behavior, MarketingAbstract
Quiet quitting—employees’ disengagement from nonessential work tasks while maintaining minimum job requirements—has become increasingly visible in the digital age, particularly among mid-level staff facing high workloads and limited organizational support. This trend manifests in reduced participation in meetings, reluctance to assume additional responsibilities, and avoidance of overtime, ultimately influencing organizational performance. At the same time, digitization has reshaped consumer expectations, making the understanding of consumer behavior essential for designing effective marketing strategies. Emotional, cognitive, and behavioral responses of consumers guide firms in tailoring products, services, and communication efforts to enhance loyalty and identify emerging market trends. This study examines the relationship between employee quiet quitting and shifts in consumer behavior, exploring how employee disengagement may indirectly shape consumer perceptions in digitally driven business environments. Data were collected from 407 participants employed in Istanbul-based enterprises using an online survey administered via Google Forms. Analyses conducted through ANOVA, t-tests in SPSS, and structural modeling in SmartPLS confirmed the proposed hypotheses and revealed positive associations within the conceptual model. The findings highlight the importance of addressing employee well-being and engagement to sustain effective marketing performance and maintain favorable consumer responses in an increasingly digital marketplace.
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