Mindful service: A self-regulation theory view of the effect of mindfulness on customer orientation

Abstract

Mindfulness, a non-elaborative and non-judgmental quality of consciousness, has been repeatedly conceptualized based on the concept of self-regulation of attention to thoughts and emotions. The present study investigates whether the mindfulness trait relates to customer orientation. It also investigates if this relationship is mediated through the personality factors conscientiousness and neuroticism. Study 1 is a cross-sectional study of a sample of 309 service employees recruited through Amazon's Mturk. Results of Study 1 support the full mediation model with conscientiousness and neuroticism as mediators.

To investigate the causality of the model in Study 2, I conduct a 14-day mindfulness intervention on a sample of 29 service workers (control and treatment groups). Results of the mixed ANOVA show a statistically significant and strong increase in mindfulness, customer orientation, conscientiousness, self-control, and decrease in neuroticism. Study 2 provides additional support for the causal model. The managerial application, contributions, and future directions for research are discussed.