Relationship quality: upshot of mindfulness-based marketing strategy in small organisations

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, both qualitative and quantitative testing of mindfulness-based approaches in large firms and in other industries in other countries are invited. Practical implications - The paper highlights some of the mindful marketing strategies which healthcare service providers and service industries in general can adopt in order to consummate high relationship quality. Originality/value - Mindfulness theory is hardly studied in the field of marketing and just a handful of research exists in quality research. This paper adds value by pushing back the frontier of knowledge in these areas. Keywords Malaysia, Health care, Small enterprises, Marketing strategy, Customer satisfaction, Small healthcare organisations, Mindfulness, Relationship quality