Marketing Management Analysis: Brand Communities and TCE Impact

This essay provides a comprehensive analysis of the role of brands and brand communities, focusing on the impact of transcendent customer experiences (TCEs) on customer behavior and loyalty. It delves into the concepts of flow and peak experiences, highlighting their influence on customer perceptions and relationships with brands. The essay examines how TCEs can lead to lasting shifts in customer attitudes and beliefs, ultimately strengthening brand communities and fostering customer loyalty. Real-world examples, such as outdoor sports experiences and hospitality services, are used to illustrate the practical implications of TCEs. The analysis emphasizes the importance of service delivery and the skills of service providers in creating effective customer experiences. The essay concludes by recommending that organizations prioritize TCE implementation to cultivate strong customer relationships and maintain a competitive edge in the modern business environment, stressing that a customer's first experience is critical for fostering brand loyalty and a dedicated customer base.

Running head: MARKETING MANAGEMENT ANALYSIS
MARKETING MANAGEMENT ANALYSIS
Name of the Student
Name of the University
Author Note

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Introduction
The case study is mainly based on the concept of transcendent customer experiences that
consist of the aspects related to the flow or the peak experiences. The customer experiences are
able to generate the shifts in attitudes and beliefs that are a part of subjective self-transformation
process. A brand community is thereby formed on basis of the attachment that is developed with
the products that are offered to the customers (Schouten, McAlexander & Koenig, 2007). The
recent developments that have taken place in the research made on behavior of the consumers
have resulted in the connection that is developed with the brand. Consumer behavior is
considered to be a major aspect that is influenced by the experiences that are provided by the
organizations and their products as well (Apenes Solem, 2016).
The essay will be based on the analysis of the concepts of brand and brand communities
on the brand managers. The lessons that are learned from the article and the impact on various
concepts on the real world organizations are an important part of the analysis that will be made
in the essay.
Discussion related to marketing concepts in the case study
The main part of the discussion that is made in the case study is related to the power of
experiences that are provided to the customers. The effects of experiences on the marketing
efforts that are undertaken by the organizations in modern business environment have been
analyzed in the case study in detail. A major type of customer experience that has been taken into
consideration for analysis in the case study is transcendent customer experience. The two types
that are a part of this type of customer experience are flow experience and peak experience. Flow
experience is able to motivate people on an individual and community basis as well. In case of
this type of customer experience flow is the performance and experience that is wrapped up with
the positive and fulfilling package as well (Schouten, McAlexander & Koenig, 2007). The peak
experiences on the other hand mainly originate from the outside environment of an organization
and the person or the customer is transported to the emotional heights. The individuals or
customers feel connected to the different phenomena that are a part of the organizational
operations. The intimacy of connection that is felt by the consumers in this case is considered to

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be a major factor that has an impact on the choices that are made by them and relationships
which are developed as well (Bilgihan, Kandampully & Zhang, 2016).
The phenomena of flow and peak performances are quite distinct from each other and
they are linked in an effective manner as well. The activities that are performed by customers
under the influence of both the concepts are different from each other. The contexts based on
customer experiences that are provided by the organizations are considered to be common in this
case (Zhang et al., 2017). The enjoyment levels of customers based on services and products that
are being offered to them are the most important part of the concepts of transcendent customer
experiences. The flow and peak experiences have a major impact on the decisions that are
ultimately made by the customers related to purchase of the products (Schouten, McAlexander &
Koenig, 2007).
The examples of the organizations that provide outdoor sports based experiences are
taken into consideration for the purpose of analyzing the effect of transcendent customer
experience. The analysis of opinions provided by consumers have been able to depict that
phenomenon of transcendent customer experience has played a major role in changing their
perceptions and developing the first impression on customers as well. The guides who are an
important part of the outdoor activities that are performed by the customers are able to develop
an effective relationship with the customers with the help of transcendent customer experience
that is provided to them (Bowden et al., 2017). The customers in many occasions have also
mentioned about the life changing experiences that are provided to them as a part of
implementation of this concept. The transformational experiences have been able to change the
perceptions of customers towards the organization. The customers who have enjoyed their stays
in some specific hotels have also been influenced in a huge manner by the services that have
been provided to them by the staff. This has also been explained with the help of implementation
of the concept of transcendent customer experience (Hammedi et al., 2015).
The use of recreational vehicles by customers and their behavior has been a part of the
concept that is related to transcendent customer experience. The researchers have also started
gaining interest in the development of proper research based on the ways by which this concept
can be analyzed and used in the modern business environment in order to attract the customers.
Flow experiences that are gained by the individuals have an impact on the development of

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services and products by the customers. The researchers have understood the importance of
analyzing the impact that transcendent customer experiences have on the organizations (Lemon
& Verhoef, 2016). The hospitality industry has also accepted this concept and practice based on
“experience design” is also provided with major levels of importance. The concept of
“experience design” that has been implemented by the organizations in hospitality industry is
mainly based on the ways of influencing the caliber and the types of customers. Transcendent
customer experiences or TCEs have the ability to enhance the importance of various activities
that are performed, different objects, people and symbols that are associated with the
organizations. The role transitions and personal crises also have an impact on the experiences
that are gained by the consumers after the implementation of TCEs (Luo et al., 2016).
According to Ul Islam and Rahman (2017), TCEs also have a major impact on the brand
communities of various organizations that are developed with the help of users who are
interested in the brand and the products that are offered by the brand as well. The strong brand
community is thereby developed with the support that is provided by the proper integration of
customers and the relationships that are developed with them as well. Customer loyalty is also
increased in a huge manner with the support that is provided by the proper integration of
customers with the brands. The customers who are a part of various brand communities are also
interested in attending the different brand fests that are organized by the organizations. The
brand fests are able to influence those customers who are new to the brand and do not have much
information based on the products as well (Merrilees, 2016).
The survey that is a part of the provided case study had been performed based on the
national event named Camp Jeep. The event had been promoted among the audience with the
help of various print advertisements and mails. The survey had depicted that TCEs have a major
impact on the customers and their relationships with the brands as well. The communities of
customers who have attended the event have been influenced by the transcendent customer
experience based concept. Service delivery has been able to play the most significant role in
improvement of the TCE implementation. The skills of service providers are thereby considered
to be highly important for the brands to provide effective experiences (Moreno-Munoz et al.,
2016).
Recommendations

4MARKETING MANAGEMENT ANALYSIS
The managers of modern organizations have to understand the importance of TCEs and
their implementation in the development of customer relationships. The recommendations that
can be provided to the organizations are,
 The service delivery to customers must be provided with highest levels of
importance.
 The first experience that is provided to the customers is the most important and
the managers need to aim at development of customer loyalty.
Conclusion
The essay can be concluded by stating that the Transcendent customer experience or
TCEs are highly important for the proper development of maintenance of the brand communities.
The increased importance of customer experiences on the marketing efforts of organizations has
also led to the development of many researches. The researches have been able to prove that
customer experience can play a major role in the ways by which the organizations can maintain
their positions. The delivery of services and skills of the managers are able to play the most
important part in formation of loyal customer base of modern organizations in various industries.

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