Article2014

Consumer Mindfulness and Marketing Implications

108 citations0/0 files storedPsychology and Marketing

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Customer Service Quality and Loyalty Consumer Behavior and Marketing Influence Consumer Behavior in Brand Consumption and Identification

Abstract

ABSTRACT The aim of this study was to examine the role of mindfulness in consumer behavior and service marketing in Australia and Malaysia. Two studies were conducted; first to identify and characterize consumers on the basis of mindfulness, and to obtain data on the dimensions of relationship quality and consumer loyalty from the groups. Results from a standard analysis of data confirmed five of the six hypotheses tested. There are significant differences in the three dimensions of relationship quality (i.e., trust, satisfaction, and commitment), and in two of three dimensions of consumer loyalty (namely, attitudinal and behavioral loyalty) between the two consumer groups—high and low mindful consumers. There is no significant difference in consumer switching restraint between the groups. These findings lead to research and managerial implications that conclude the paper.

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References

1994The Commitment-Trust Theory of Relationship Marketing 1981Culture's Consequences: International Differences in Work-Related Values 1988Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence 2003The benefits of being present: Mindfulness and its role in psychological well-being.1977Estimating Nonresponse Bias in Mail Surveys 1977Estimating Nonresponse Bias in Mail Surveys 2006Using Self-Report Assessment Methods to Explore Facets of Mindfulness 1999Whence Consumer Loyalty?

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2016Relationship Quality in Business to Business Relationships—Reviewing the Current Literatures and Proposing a New Measurement Model 2019Mindfulness, socioemotional wealth, and environmental strategy of family businesses 2019Organizational mindfulness, mindful organizing, and environmental and resource sustainability 2016Buddhist psychology: Selected insights, benefits, and research agenda for consumer psychology 2023Mindful consumption: Its conception, measurement, and implications

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