Perceptions of others,mindfulness, and brand experience in retail service setting |
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| Affiliation: | 1. University of New South Wales, UNSW Business School, UNSW Australia, Sydney, NSW, 2052 Australia;2. University of Auckland, Department of Marketing, 12 Grafton Rd, Auckland, 1010 New Zealand;3. Western Sydney University, School of Business, Locked Bag 1797, Penrith, New South Wales, 2751 Australia;4. HMC Open University, Postgraduate School, 97 Vo Van Tan St., District 3, HCMC, Vietnam;5. Green World Trading Service Co., Ltd, 4 Phung Khac Khoan St., Dist. 1, HCMC, Vietnam;1. Eastern Washington University, United States;2. University of Texas Rio Grande Valley, United States;3. University of North Texas, United States;1. School of Business, University of the Sunshine Coast, Sippy Downs, Australia;2. Department of Marketing, Faculty of Management, Bournemouth University, Executive Business Centre, 89 Holdenhurst Road, Bournemouth BH23 2EL, United Kingdom;1. University of North Texas, 1155 Union Circle, Denton, TX, 76203 USA;2. Georgia Southern University, 1332 Southern Drive, Statesboro, GA, 30458 USA |
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| Abstract: | This study examines how the presence of other customers in a retail service environment influences an individual’s service brand experience (SBE). Previous research indicates individuals perceive other customers based on their similarity, overall physical appearance and behavior. Findings from this study show this perception of other customers (OCP) will influence an individual’s service brand experience. At the same time, a person’s state of mindfulness mediates the relationship between OCP and SBE and the resulting SBE has a positive influence on word-of-mouth. The results extend existing theory, present a number of managerial implications and provide a basis for further research. |
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| Keywords: | Other Customers’ Perception Mindfulness Service brand experience |
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