Perceptions of others, mindfulness, and brand experience in retail service setting

Liem Viet Ngo, Gavin Northey, Sarah Duffy, Hoang Thi Phuong Thao and Le Thi Hong Tam

Journal of Retailing and Consumer Services, 2016, vol. 33, issue C, 43-52

Abstract: This study examines how the presence of other customers in a retail service environment influences an individual’s service brand experience (SBE). Previous research indicates individuals perceive other customers based on their similarity, overall physical appearance and behavior. Findings from this study show this perception of other customers (OCP) will influence an individual’s service brand experience. At the same time, a person’s state of mindfulness mediates the relationship between OCP and SBE and the resulting SBE has a positive influence on word-of-mouth. The results extend existing theory, present a number of managerial implications and provide a basis for further research.

Keywords: Other Customers’ Perception; Mindfulness; Service brand experience (search for similar items in EconPapers)
Date: 2016
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Citations: View citations in EconPapers (10)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:33:y:2016:i:c:p:43-52

DOI: 10.1016/j.jretconser.2016.07.003

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