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

Understanding how mindfulness sustains customer cocreation effort and transforms service value to... 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/approachA 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).FindingsCustomer 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 implicationsTransformative 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/valueThis 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. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Services Marketing Emerald Publishing

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

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References (95)

Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
0887-6045
eISSN
0887-6045
DOI
10.1108/jsm-03-2022-0107
Publisher site
See Article on Publisher Site

Abstract

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/approachA 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).FindingsCustomer 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 implicationsTransformative 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/valueThis 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.

Journal

Journal of Services Marketing – Emerald Publishing

Published: Feb 15, 2023

Keywords: Mindfulness; Cocreation effort; Perceived value; Life satisfaction; Transformative service

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