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

• Published in: The Journal of services marketing Vol. 37; no. 2; pp. 248 - 260
• Main Authors: Le, Nguyen-Hau, Mai, My-Quyen Thi, Pham, Tram-Anh
• Format: Journal Article
• Language: English
• Published: Santa Barbara Emerald Publishing Limited 15.02.2023; Emerald Group Publishing Limited
• Subjects: Brand loyalty; Cognition & reasoning; Customer services; Higher education; Literacy; Mindfulness; Transformative service; Mindfulness; Perceived value; Cocreation effort; Life satisfaction

Purpose 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’...