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The Road To Damascus Leads To One Infinite Loop: An Introspective Adventure Into Apple Computer Customer Evangelism, Nathalie S. Collins

Research outputs 2013

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 …