Marketing and Management Assignment 2022

Running head: MARKETING AND MANAGEMENT – ARTICLE REVIEW
MARKETING AND MANAGEMENT – ARTICLE REVIEW
Name of the Student
Name of the University
Author Note

MARKETING AND MANAGEMENT – ARTICLE REVIEW1
Introduction
Wei, Torres and Hua (2017) states that the transcendent customer experiences are linked
to the experiences of the flow and the peak among the clientele. The transcendent customer
experiences refer to the experiences that are crucial to the formation of a brand community.
These experiences on the part of the clients might lead to the generation of the permanent
changes in the attitudes and the beliefs of the clients as well as result in the subjective self-
transformation. The following paper explains the concept of transcendent customer experiences
and introduces the concepts of peak experiences as well as flow experiences. The paper further
discusses some recommended measures that need to be implemented by the brand managers in
order to develop the brand community as well.
Critical Analysis of Transcendent customer experiences
Schouten, McAlexander and Koenig (2007) in the article entitled “Transcendent
customer experience and brand community” attempt a discussion on the various issues that are
related to the impact of the transcendent customer experiences on the integration of the clientele
existent within a brand community. The article discusses the two different categories that are
related to the extraordinary experiences as experienced by the clientele of the organization. The
article highlights the flow experiences and the peak experiences of the clientele who have been
associated with the brand. de Villiers et al. (2017) highlight that the flow experience refers to the
transcendent state that is experienced by the clientele in terms of the issues highlighted during
the elevated experiences of the clients of the organization in contrast to those that are separate
from the mundane experiences of life. Sukhu et al. (2018) state that the flow experiences refer
to the product performances and the various experiences that are faced by the consumers of the
organization as well.
Schouten, McAlexander and Koenig (2007) state that the peak experiences refers to the
experiences of the clients that are potentially transformational, powerful as well as personally
meaningful in nature. These experiences also lead the person to a state of transcendent
experience. The peak experiences tend to alleviate them to the state wherein they feel at par with
the larger phenomena of life and their surroundings. This in turn affects the strategic planning
within the given organization. According to Hwang and Seo (2016), these are inclusive of the
infinite, humankind and the nature that surrounds the concerned clientele. The peak as well as

MARKETING AND MANAGEMENT – ARTICLE REVIEW2
the flow experiences as have been pointed out by the authors of the article tend to overlap at
times though the experiences have been distinct in nature.
As inferred from McColl-Kennedy et al. (2015) and Chou et al. (2016) the common
factor within both the experiences refer to the issues regarding the ecstasy that is felt by the
concerned clients while dealing with the various peak and the flow experiences. Schouten,
McAlexander and Koenig (2007) further highlight the fact that the transcendent customer
experiences might influence the behavior and the attitude of the clients of the organization
thereby affecting the marketing principles and trends that are followed within the given markets.
This in turn according to Wei, Torres and Hua (2016) highly affects the profits and the revenues
that are earned by the concerned organization. Havíř (2017) opines that the transcendent
customer experiences are hugely influential in the sectors that are majorly related to the
hospitality.
The impact of transcendent customer experiences on the brand community
The brand community refers to the various users of a brand who have been related to
each other through their preference for the same brand. The major similarities as stated by
Hollebeek, Juric and Tang (2017) and Ball and Barnes (2017), refer to the sense of responsibility
that is incorporated into the minds of the clients regarding the welfare of the brand, the
consumption patterns that are highlighted by the clientele, the consumption tradition as well as
the similarity perception that is implemented by the concerned organization. The article by
Schouten, McAlexander and Koenig (2007) states the fact that the facilitation of the transcendent
customer experiences is helpful for the overall buying behavior presented within the brand
community. The implementation of the preferences within the buying behavior of the concerned
clientele tends to deal in the overall development of the brand community within the given
markets as well.
Critical Analysis of marketing decision of consumers
The transcendent customer experiences highlight the proper instrumentality of the
products. This in turn trigger the improvement of the brand community improvement. Klaus
(2015) opine that the clients of the organization are majorly attracted to the company on the basis
of the products and services offered by the organization. The products that are required for the