Case Study on Transcendent Customer Experience and Brand Loyalty

This case study analyzes the concept of transcendent customer experience and its impact on brand loyalty. It begins with a literature review exploring the key elements of transcendent customer experiences, including peak and flow experiences, and how they contribute to lasting impressions and brand advocacy. The analysis then focuses on a specific case study, examining how organizations in the hospitality industry leverage an "inside-out" approach to identify customer values and beliefs, aligning their offerings to create a sense of unity and develop strong brand communities. The study explores the role of transcendent marketing, customer relationships, and the influence of religious or spiritual beliefs in shaping customer perceptions and behaviors. The conclusion emphasizes the importance of creating meaningful customer interactions and fostering brand loyalty through a focus on customer experience and satisfaction.

CASE STUDY

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Literature Review........................................................................................................................1
Case Study Analysis....................................................................................................................2
CONCLUSION................................................................................................................................4
REFERENCES................................................................................................................................5

INTRODUCTION
Customer experience refers to the outcome of interactions between customers and
organisations throughout their professional relationship (Tafesse, 2016). It includes the overall
experience customers have in relation to company, its products, its marketing, its customer
service etc. The following report is based on case study analysis of “Transcendent Customer
Experience and Brand Loyalty”. It covers a detailed literature review about Transcendent
Customer Experience as well as includes a detailed case study analysis of the same.
MAIN BODY
Literature Review
According to Konttinen (2016), Transcendent Customer Experience is related to peak and
flow experiences which could effectively create a lasting impact in their attitudes and beliefs.
This involves a subjective self-transformation while appropriately delivering a certain effective
brand loyalty form. As per his research, psychologists like Mihaly Csíkszentmihályi, flow
experiences results in a transcendent state, which results in suspension of reality as well as sense
of unity in relation to higher experience. On the contrary, as per Abraham Maslow, Peak
experiences are the outcome of sudden realisations.
As per the view of Dawson (2012), transcendent brands emphasize on customer
experiences and not communication. According to his perception, creating a strong marketing of
the product will not enhance customer experience. However, these brands must be integrated
towards sharing values and beliefs of users where customer needs are the sole reason for
existence of a brand. As per his view, rather than working towards making marketing and
promotions more effective, brands must focus on what impact their offerings would have on the
people. This further needs them to analyse how best they could create a transcendent customer
experience. As important as promoting a brand really is, the communication of the brand must
consider developing a brand which could offer as per customer's perception. Creating a high
customer experience requires these brands satisfy the beliefs of its users, rather than, developing
a competitive offering or a marketing process. Thus, as per his analysis, brand strategies must
focus on fulfilling brand promises which enhances the customer experience and make it quite
transcendent.
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Lim (2014), in his research, uses a customer experience in adlignment to the Maslow's
Hierarchical Pyramid, where he describes customer experiences descend from basic
psychological needs to transcendence. As per his work, marketing of a brand must be developed
in order to ensure transcendent customer experience. Inside-out approach must be opted by these
brands to identify beliefs of customers, as it would help these brands in developing effective
religious footings. Undertaking perceptions of consumers into account would help them align
their offerings to create transcendence which would eventually result in developing unity
between customers as well as producers. According to his point of view, transcendental
marketing must focus on religious beliefs where a brand acts as acolyte. Thus, customer
participation ensures transcendental customer experience which has immense benefits to the
brand. According to his research, religion is a very crucial influencer in creating transcendence
and companies and brands must focus on creating their offerings as well as market them
effectively to attain this purpose of enhancing customer relationship.
Case Study Analysis
As per the case study, it has been analysed that the concept of Transcendental Customer
Experience shows how belief and attitudes of people are shifted from one brand to another,
including subjective self-transformation (Roy, 2018). This concept includes two main aspects
that are flow and peak experience that impact on integration of consumers in a brand community.
In context with transcendental marketers, they always seek to “develop potential customers and
support their advancement for achievement of the highest level of Maslow’s hierarchy”. They
cultivate customer relationships in various ways
which strengthen brand community. This would help in integrating the ties
between customers as well as brands constitute, which is a potent form of
brand loyalty, that all implied with benefits to marketers. This investigation report has stated
that transcendent customer experiences has contributed in significant ways for developing
customer relation-
ships with company's brand and relative brand community. The activity they perform for
creating brand awareness, may strengthen a consumer's ties to a brand community as well as
deliver an effective form of loyalty (Hwang and Seo, 2016). Within transcendental marketing, to
influence people towards their brand, organisations deal in hospitality industry going to adopt an
“inside-out” approach. This would help in identifying values and beliefs of people for a
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particular brand. These kind of ideologies are deep-rooted as well as tend to have a strong
spiritual of religious footing.
In order to conceptualise the new strategy and practice related to transcendental
marketing, companies focuses more on values to make a direct connection of customers, with
their product. To achieve this aim, resulting notion of transcendental marketing mainly draws on
three main theoretical constructs, that are- “transcendent motivation”, “transcendental
leadership” and “self-transcendence”. This would can be achieved by focusing on following
main stages as per Maslow's hierarchy theory:-
As per Maslow's hierarchical theory, if a company's transcendental beliefs may include
come causes like environmental pollution, fair trading, social equality, human rights and more,
then they can create a deep impact on customer's mind. Therefore, concerned with extrinsic and
intrinsic motivation of consumers, companies can be become more socially and environmentally
conscionable. In this regard, customers will feel more satisfied by purchasing products and
services of such firms that invest more in CSR activities. As customers feel like they also give
their contribution in social movement (Homburg, Jozić and Kuehnl, 2017). Therefore, through
drawing such theoretical threads together, it has been analysed that one of the most fundamental
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characteristics related to transcendental marketing is that- it includes those activities which will
put relatively strong emphasis on offering alternatives to customers. This would help customers
to realise about self-transcendence. For this purpose, transcendent marketers focuses on giving
proper information about customers what company offers to them and how it satisfies their
demand.
CONCLUSION
As per this essay, it has been analysed that the concept of transcendental marketing is
mainly aligned with development of society. It includes a growing interest in religious or
spritiuality, concern with environment protection through CSR activities, post-materialist values
like aesthetics and more. Through case study analysis, various alternative approaches of
marketing like flow and peak experience has been analysed that impact on customer experiences.
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REFERENCES
Books and Journals
Homburg, C., Jozić, D., & Kuehnl, C. (2017). Customer experience management: toward
implementing an evolving marketing concept. Journal of the Academy of Marketing
Science. 45(3). 377-401.
Hwang, J., & Seo, S. (2016). A critical review of research on customer experience management:
Theoretical, methodological and cultural perspectives. International Journal of
Contemporary Hospitality Management. 28(10). 2218-2246.
Roy, S. (2018). Effects of customer experience across service types, customer types and
time. Journal of Services Marketing. 32(4). 400-413.
Tafesse, W. (2016). Conceptualization of brand experience in an event marketing
context. Journal of Promotion Management. 22(1). 34-48.
Online
Dawson, T.. 2012. Creating A Transcendent Brand. [Online] Available Through:
<https://www.brandingstrategyinsider.com/2012/10/creating-a-transcendent-
brand.html#.XLF0DS0zab->
Konttinen, I., 2019. On Brand Advocacy and the Transcendent Customer Experience. [Online]
Available Through: <https://lifeofaplanner.fi/2016/07/12/on-brand-advocacy-and-the-
transcendent-customer-experience/>
Lim, W., 2014. When Marketing Feels Like Religion. [Online] Available Through:
<https://coolerinsights.com/2014/06/transcendental-marketing/>
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