How mindful consumption influences the relationship between suppliers' offerings and customer experience in business-to-business contexts

Almoraish, Ahmed ORCID: https://orcid.org/0000-0002-4724-9204 and Gupta, Sharad 2024. How mindful consumption influences the relationship between suppliers' offerings and customer experience in business-to-business contexts. Presented at: Advances in Management and Innovation, Cardiff Metropolitan University, Cardiff, UK, 21-22 May 2024.

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Abstract

While the concept of mindful consumption has been increasingly recognised as a critical influencer of customer behaviour and experience in the Business-to-Consumer (B2C) (Thi, 2021), its exploration within the Business-to-Business (B2B) domain remains notably under-researched (Iannacci, Fearon and Pole 2021). This oversight is particularly striking given the substantial volume and significance of B2B transactions. The paucity of research in this area could be attributed to the inherent complexity of the B2B market, which is characterized by multifaceted decision-making processes involving numerous stakeholders (Sheth and Uslay, 2023). B2B purchasing decisions, often intricate and involving a myriad of considerations, present a unique environment where mindful consumption could have a profound impact. The influence of mindful consumption on these complex decision-making processes could lead to more deliberate, sustainability-focused choices (Gupta & Sheth, 2023), impacting aspects ranging from supplier selection to the appraisal of products and services (Sheth and Uslay, 2023). However, this potential influence is not without its nuances. In an increasingly sustainability-conscious marketplace, the alignment of B2B companies with mindful consumption practices could indeed enhance their brand reputation. Nevertheless, the translation of this enhanced reputation into improved customer experience and the fostering of stronger relationships and loyalty requires a more critical examination (Abuazzah, 2022). This research aims to dissect the nuanced role of mindful consumption in the intricate interplay between suppliers' offerings and customer experience within B2B contexts. The primary goal is to critically address the existing gap in literature by scrutinizing how mindful consumption might shape both the offerings of B2B suppliers and the ensuing customer experience. The objectives of this study are twofold. First, it seeks to conceptualise and operationalize the construct of mindful consumption specifically within the B2B sphere. Second, it endeavours to critically analyse the extent to which mindful consumption influences the relationship between supplier offerings and customer experience. By fulfilling these objectives, this research aspires to make a substantial contribution to the discourse surrounding customer experience management in B2B settings (Lemon and Verhoef 2016; McColl-Kennedy 2019; Gounaris and Almoraish 2024).

Item Type:	Conference or Workshop Item (Paper)
Status:	Unpublished
Schools:	Business (Including Economics)
Date of First Compliant Deposit:	6 September 2024
Last Modified:	03 Oct 2024 13:56
URI:	https://orca.cardiff.ac.uk/id/eprint/171862

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