The road to Damascus leads to one infinite loop: An introspective adventure into Apple computer customer evangelism

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....