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.

中文翻译：

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专注于变革性服务的共创，让生活更美好

某些变革性服务要求客户​​长时间从事并维持困难的活动。这样的要求可能导致客户参与不足，甚至放弃服务，从而导致服务的共同破坏。为了了解客户如何克服挑战，本研究探讨了客户正念在促进共同创造努力和客户福祉方面的作用。根据从283位瑜伽培训服务客户那里收集的数据，研究结果表明，正念对客户维持共同创造活动的努力有积极影响。反过来，共同创造工作可以改善客户的生活质量和幸福感。正念还直接影响客户的生活质量和幸福感。这项研究通过阐明SDL研究范式中的共创成果概念，为文献做出了贡献。通过展示正念和共同创造努力改善顾客生活的机制，它还扩展了我们对消费者行为正念的认识。然后，对实际含义进行讨论。