Document Type
Conference Proceeding
Keywords
Customer Evangelism, Service-Dominant Logic, Brand Cult, Brand Communities, Consumer Culture Theory, Word of Mouth Marketing
Publisher
University of Macau
Faculty
Faculty of Business and Law
School
School of Business
RAS ID
17162
Abstract
This paper draws on a literature review, conceptual development and an introspective narrative to explore “quintessence” and Customer Evangelism (CE). Quintessence, a mystical connection between the customer and a product, elevates a profane product experience to the sacred. This paper argues that the quintessential moment, the root of the Customer Evangelism conversion experience, awakens or redirects a propensity toward evangelistic behaviour. As the moment of conversion, quintessence is as pivotal as it is mystical. Tourism entities can attempt to nurture a seemingly religious experience, and for some entities quintessence is an unexpected by-product. An introspective narrative, through one of the author’s experiences with Apple Computer products, commences exploration into quintessence and its relationship to Customer Evangelism. After a literature review, this paper outlines a Customer Evangelism model with quintessence, and then triangulates that model with the narrative data.
Access Rights
free_to_read
Comments
Collins, N. S. (2013). The road to Damascus leads to one infinite loop: An introspective adventure into Apple computer customer evangelism. In Proceedings of the Asia Pacific CHRIE Conference. Macau SAR, China: University of Macau.