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Understanding how mindfulness sustains customer cocreation effort and transforms service value to well-being

Nguyen-Hau Le (School of Industrial Management, Ho Chi Minh City University of Technology, Vietnam National University, Ho Chi Minh City, Vietnam)
My-Quyen Thi Mai (School of Industrial Management, Ho Chi Minh City University of Technology, Vietnam National University, Ho Chi Minh City, Vietnam)
Tram-Anh Pham (School of Industrial Management, Ho Chi Minh City University of Technology, Vietnam National University, Ho Chi Minh City, Vietnam)

Journal of Services Marketing

ISSN: 0887-6045

Article publication date: 9 December 2022

57

Abstract

Purpose

Mindfulness, while being suggested as an important psychological cognitive capability of customers, has received insufficient attention in studies of transformative services characterized by challenging cocreation behaviors. It is unclear about the contributions of mindfulness to customers’ cocreation and transformative outcomes. This study aims to investigate the direct, indirect, mediating and moderating relationships to explain how mindfulness sustains cocreation effort, increases perceived service value and ultimately enhances the diffusion from the service value to customer well-being.

Design/methodology/approach

A structural model was developed and tested using the CB-SEM method. Data were surveyed from two transformative service industries, yoga training and higher education (N = 283 and 273 cases, respectively).

Findings

Customer mindfulness has a positive relationship with cocreation effort, which in turn positively associates with perceived value. Additionally, mindfulness has a direct relationship with perceived value, which then is the full mediator in the relationships between mindfulness, cocreation effort and life satisfaction. Mindfulness also moderates the transformation from service value (immediate outcome) to life satisfaction (long-term outcome).

Practical implications

Transformative service providers and policymakers should acknowledge and develop strategies to cultivate customers’ mindfulness, which subsequently fosters their value cocreation effort and enhances their well-being.

Originality/value

This research puts forward the concept of mindfulness, a trainable cognitive capability of customers, and shows its importance in transformative service cocreation. This paper provides a full structural mechanism explaining how mindfulness helps cocreate a transformative service and diffuse its immediate value to customer life satisfaction.

Keywords

Acknowledgements

This research is funded by Vietnam National University HoChiMinh City (VNU-HCM) under grant number NCM2019-20-02.

Citation

Le, N.-H., Mai, M.-Q.T. and Pham, T.-A. (2022), "Understanding how mindfulness sustains customer cocreation effort and transforms service value to well-being", Journal of Services Marketing, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/JSM-03-2022-0107

Publisher

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Emerald Publishing Limited

Copyright © 2022, Emerald Publishing Limited

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