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

Mai Thi My-Quyen, Le Nguyen Hau () and Pham Ngoc Thuy
Additional contact information
Mai Thi My-Quyen: School of Industrial Management – HoChiMinh City University of Technology
Le Nguyen Hau: School of Industrial Management – HoChiMinh City University of Technology
Pham Ngoc Thuy: School of Industrial Management – HoChiMinh City University of Technology

Service Business, 2020, vol. 14, issue 3, No 5, 413-437

Abstract: Abstract 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.

Keywords: Mindfulness; Co-creation effort; Quality of life; Well-being; Transformative service (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (5)

Downloads: (external link)
http://link.springer.com/10.1007/s11628-020-00422-9 Abstract (text/html)
Access to the full text of the articles in this series is restricted.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:svcbiz:v:14:y:2020:i:3:d:10.1007_s11628-020-00422-9

Ordering information: This journal article can be ordered from
http://www.springer.com/business/journal/11628

DOI: 10.1007/s11628-020-00422-9

Access Statistics for this article

Service Business is currently edited by S.M. Lee and J. Millet Roig

More articles in Service Business from Springer, Pan-Pacific Business Association
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().