Consumer Mindfulness and Marketing Implications

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.