When mindfulness does matter in service brand experience

Abstract

This study examines the perception of other customers (OCP) as an antecedent to service brand experience and word-of-mouth (WOM). Our theoretical extension includes a mediation model in that OCP influences service brand experience via mindfulness, and that service brand experience results in increased WOM. We tested the model using PLSSEM and then confirmed the mediation using bias correct bootstrapping techniques. We further substantiated the findings by performing fsQCA. On the basis of the findings, we concluded with a discussion of the implications for theory and further research.