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

Author

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  • Mai Thi My-Quyen

    (School of Industrial Management – HoChiMinh City University of Technology
    Vietnam National University HoChiMinh City)

  • Le Nguyen Hau

    (School of Industrial Management – HoChiMinh City University of Technology
    Vietnam National University HoChiMinh City)

  • Pham Ngoc Thuy

    (School of Industrial Management – HoChiMinh City University of Technology
    Vietnam National University HoChiMinh City)

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.

Suggested Citation

  • Mai Thi My-Quyen & Le Nguyen Hau & Pham Ngoc Thuy, 2020. "Mindful co-creation of transformative service for better well-being," Service Business, Springer;Pan-Pacific Business Association, vol. 14(3), pages 413-437, September.
    • Handle: RePEc:spr:svcbiz:v:14:y:2020:i:3:d:10.1007_s11628-020-00422-9
    DOI: 10.1007/s11628-020-00422-9
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    Cited by:

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    3. Mai Thi My-Quyen & Le Nguyen Hau, 2021. "Transforming customer brand engagement to co-creation value through participation energy and effort," Service Business, Springer;Pan-Pacific Business Association, vol. 15(3), pages 493-514, September.
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