Abstract
Purpose – The purpose of this paper is to examine mindfulness‐based marketing strategy implementation by small healthcare businesses and its outcome on relationship quality.Design/methodology/approach – The author evaluates the direct and indirect effects of mindful marketing practices of customer orientation, communication and competence on customer satisfaction and relationship quality in small healthcare organisations (SHOs) in Malaysia, by drawing from the mindfulness theory. Data were provided by 412 customers of SHOs and analysed using factor and hierarchical multiple regression analysis techniques.Findings – It was found that customer orientation, communication and competence are influential factors of customer satisfaction and relationship quality. Satisfaction partially mediates in the association of the mindfulness‐based marketing strategies and relationship quality.Research limitations/implications – The study's sample was limited to SHOs in Malaysia. Although the objective of the study was met...
Published Version
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