The Psychology of Customer Engagement in Jewelry Sales: An Investigation into Persuasion Techniques
Mashhadi, Shahrzad (2024)
Mashhadi, Shahrzad
2024
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2024112529766
https://urn.fi/URN:NBN:fi:amk-2024112529766
Tiivistelmä
This thesis explores the psychology of customer engagement and the application of persuasive techniques within the jewelry sales industry, addressing an identified gap in the existing literature. Utilizing a LinkedIn survey to gather data, this research investigates customer demographics, purchasing behavior, psychological factors, and persuasion strategies to understand their impact on customer engagement and satisfaction. Key findings emphasize the critical roles of trust, rapport, emotional appeal, and customization in driving customer engagement. Trust and rapport were identified as foundational elements, corroborating findings from previous studies such as Gremler and Gwinner (2000), highlighting the importance of relationship quality in service industries. However, this study also uncovers nuanced insights into the use of scarcity and emotional appeal. While scarcity can enhance perceived value and urgency, it must be applied subtly to avoid adverse customer reactions. On the other hand, emotional appeal is exceptionally influential in jewelry, surpassing its impact in other retail sectors due to the inherent emotional and sentimental value associated with jewelry.
The study’s results align with many established customer engagement and persuasion theories but also highlight significant divergences. These findings enhance the theoretical understanding of consumer behavior in the jewelry market and provide practical insights for retail practitioners. The practical recommendations include building trust and rapport through personalized interactions, leveraging emotional appeal by highlighting the sentimental value of jewelry and employing persuasion techniques ethically to maintain customer trust. Additionally, the importance of continuous training, the use of technology, and fostering customer loyalty through personalized and customized services are underscored. The implications for practice are significant, offering actionable strategies for jewelry salespeople and businesses to enhance customer engagement and achieve competitive advantage. By integrating theoretical concepts with real-world applications, this research bridges the gap between theory and practice, providing a comprehensive framework for understanding and influencing customer behavior in the jewelry sales industry.
Despite the methodological strengths of this study, such as its detailed qualitative analysis, limitations include the sample size and the qualitative nature of the research, which may affect the generalizability of the findings. Future research should incorporate more extensive, more diverse samples and explore quantitative techniques to build upon these results. Further analysis of digital transformation, cultural differences in sales, and integration of new technologies in retail processes could provide deeper insights into customer engagement and persuasion.
The study’s results align with many established customer engagement and persuasion theories but also highlight significant divergences. These findings enhance the theoretical understanding of consumer behavior in the jewelry market and provide practical insights for retail practitioners. The practical recommendations include building trust and rapport through personalized interactions, leveraging emotional appeal by highlighting the sentimental value of jewelry and employing persuasion techniques ethically to maintain customer trust. Additionally, the importance of continuous training, the use of technology, and fostering customer loyalty through personalized and customized services are underscored. The implications for practice are significant, offering actionable strategies for jewelry salespeople and businesses to enhance customer engagement and achieve competitive advantage. By integrating theoretical concepts with real-world applications, this research bridges the gap between theory and practice, providing a comprehensive framework for understanding and influencing customer behavior in the jewelry sales industry.
Despite the methodological strengths of this study, such as its detailed qualitative analysis, limitations include the sample size and the qualitative nature of the research, which may affect the generalizability of the findings. Future research should incorporate more extensive, more diverse samples and explore quantitative techniques to build upon these results. Further analysis of digital transformation, cultural differences in sales, and integration of new technologies in retail processes could provide deeper insights into customer engagement and persuasion.