Persuasion Knowledge Model as a Framework for Researching Loyalty Dynamism using Critical Incident Technique

Abstract

As noted by Fournier & Yao (1997) loyalty is a relational phenomenon and dynamic; relational models are needed to understand how loyalty changes over time. If we apply the Persuasion Knowledge Model (Friestad & Wright 1994) to loyalty than we must consider that loyalty is dynamic as customers (and competitors) learn from marketer attempts. This paper demonstrates how the critical incident technique can be used to identify persuasion episodes (cases where loyalty has been increased or decreased).