Akademik Veri Yönetim Sistemi
Journal of Services Marketing, 2025 (SSCI)
Purpose – This study aims to explore the implementation of contemplative mindfulness, rooted in Eastern traditions, in service-oriented firms. It examines how employees’ mindfulness practices impact key service outcomes, including service creativity performance and adaptive behavior in service offerings, which have been underexplored in prior research. Design/methodology/approach – This study examines 282 service firms using 565 questionnaires. It uses fuzzy-set qualitative comparative analysis to explore the relationship between contemplative mindfulness practices and service performance-related variables. Findings – This study reveals that a heightened presence of practices related to mind and memory, present-moment awareness and right effort is indispensable for achieving higher levels of service creativity performance. In addition, this study identifies that present-moment awareness and attention practices, along with the right effort, are necessary for facilitating adaptive behavior in service offerings. Furthermore, this study highlights that clear comprehension practices and ethical viewpoints are peripheral conditions that influence both service creativity performance and adaptive behavior in service offerings. Research limitations/implications – The study’s focus on 282 firms and its specific survey methodology limit the generalizability of the findings to other industries. Practical implications – Firms seeking to boost service creativity and adaptability should acknowledge the crucial role of contemplative mindfulness practices practiced by employees in service settings and actively promote awareness of their numerous benefits for staff. Originality/value – This study adds to the existing literature on service management by going beyond Western-centric mindfulness ideas to examine contemplative mindfulness. It also creates a practical framework for applying contemplative mindfulness practices in service firms.