Example：10.1021/acsami.1c06204 or Chem. Rev., 2007, 107, 2411-2502
Mindful co-creation of transformative service for better well-being Service Business (IF2.791), Pub Date : 2020-07-27, DOI: 10.1007/s11628-020-00422-9 Mai Thi My-Quyen, Le Nguyen Hau, Pham Ngoc Thuy
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.