Mindful co-creation of transformative service for better well-being

Springer Science and Business Media LLC - Tập 14 - Trang 413-437 - 2020
Mai Thi My-Quyen1,2, Le Nguyen Hau1,2, Pham Ngoc Thuy1,2
1School of Industrial Management – HoChiMinh City University of Technology, HoChiMinh City, Vietnam
2Vietnam National University, HoChiMinh City, Ho Chi Minh City, Vietnam

Tóm tắt

Certain transformative services require customers to undertake and sustain difficult activities for a long time. Such requirement may cause customers to under-participate or even abandon the service, resulting in the service co-destruction. To understand how customers may overcome such challenge, this research explores the role of customer mindfulness in fostering co-creation effort and customer well-being. Based on the data collected from 283 customers of yoga training service, the findings show that mindfulness has a positive impact on customer effort to sustain the co-creation activities. In turn, co-creation effort improves customer’s quality of life and well-being. Mindfulness also has positive direct effects on customer quality of life and well-being. This research contributes to the literature by elucidating the concept of co-creation effort in SDL research paradigm. It also extends our knowledge of mindfulness in consumer behavior by showing the mechanism in which mindfulness and co-creation effort contribute to improve customer life. Practical implications are then discussed accordingly.

Tài liệu tham khảo

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