Mindful co-creation of transformative service for better well-being
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Mindful co‑creation of transformative service for better well‑being Mai Thi My‑Quyen1,2 · Le Nguyen Hau1,2 · Pham Ngoc Thuy1,2 Received: 25 December 2019 / Accepted: 20 July 2020 © Springer-Verlag GmbH Germany, part of Springer Nature 2020
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
1 Introduction In the recent years, transformative service has received great attention of service researchers (Anderson et al. 2018; Previte and Robertson 2019). The ultimate benefit of this type of service is an uplifting change in the customer life and wellbeing (Anderson and Ostrom 2015). In the view of service-dominant logic (SDL), * Le Nguyen Hau [email protected] 1
School of Industrial Management – HoChiMinh City University of Technology, 268 Ly Thuong Kiet Str., Dist. 10, HoChiMinh City, Vietnam
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Vietnam National University HoChiMinh City, Linh Trung Ward, Thu Duc District, Ho Chi Minh City, Vietnam
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customer benefit is not solely created by service provider and delivered to customers, but is realized through the process of service co-creation (Vargo and Lusch 2016). In this process, customer co-creation is undertaken by interacting with service provider and performing necessary activities to integrate their resources with those of service provider and other actors in the customer’s service network (McColl-Kennedy et al. 2012). In so doing, customers are not passive receivers of the service benefit, but play an active role in the co-creation of the service. Therefore, the co-creation of a transformative service for a better well-being is unseparated from customer activities in their life. This notion is particularly salient in services that require customer co-creation activities being performed regularly for a significant period, such as education, chronic disease treatment or physical fitness training. In such
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