Master’s graduation project: The impacts of mindful marketing on customer satisfaction and re- enrollment intentions in the wellness sector

The global wellness industry has experienced significant expansion, particularly in emerging markets like Vietnam, where practices emphasizing physical and mental health are increasingly integrated into daily lifestyles. Within this dynamic landscape, the yoga sector is prominent, yet faces a divergence between conventional fitness-focused models and those prioritizing holistic wellness. This context underscores the critical role of mindful marketing (MM), an approach aligned with authentic, sustainable, and ethical practices, in fostering deeper customer connections and long-term engagement. Despite its growing importance, research specifically on MM's application and its impact on customer satisfaction and re-enrolment intentions within Vietnam's yoga and wellness sector remains limited. This study aims to bridge this gap by exploring MM components, their influence on customer behavior, and providing actionable managerial insights.

Academics, researchers, and students in marketing, business management, and wellness studies; practitioners and managers in the yoga and wellness industry, particularly those operating in emerging markets like Vietnam.

This study systematically investigates the impacts of mindful marketing (MM) on customer satisfaction and re-enrolment intentions within the dynamic yoga and wellness sector in Vietnam. Adopting a comprehensive mixed-method approach, the research first employed a qualitative Grounded Theory study based on twenty in-depth interviews. This initial phase successfully identified eight critical components of MM: transparency, professionalism, authenticity, sense of community, sustainability, peaceful environment, holistic programs, and customer-centric values. These insights informed the subsequent quantitative phase, which involved a survey of 305 yoga practitioners analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings reveal that specific MM components—namely transparency, authenticity, and a strong sense of community—significantly enhance customer satisfaction. This heightened satisfaction is a crucial mediator, directly driving customers' re-enrolment intentions and decisions, thereby strengthening long-term loyalty. While other elements like customer-centric values, sustainability, and professionalism also contribute, their effects were found to be less pronounced. The study also validates an integrated framework combining the Theory of Planned Behavior (TPB) and the Expectation Disconfirmation Model (EDM) within this specific context. Managerially, the research underscores the strategic importance for yoga and wellness studios to prioritize transparent communication, cultivate authentic values, and actively engage in community-building to foster robust customer loyalty and ensure business resilience. Academically, it bridges a notable research gap by clarifying MM's conceptualization and its impact on consumer behavior in a non-Western wellness context. The practical implications extend to promoting sustainable health practices, although challenges such as price competition and cultural differences need to be addressed for effective MM implementation.