The Effectiveness of Digital Customer Loyalty Programs in the Jewellery Sector

Abstract

The thesis analyses how customers in the global jewellery market react to personalized, gamified and emotionally engaging loyalty programs. The research, based on semi-structured interviews with individuals from mixed cultural backgrounds, reveals that simply using points to reward loyalty is less useful in the jewellery market, given few purchases and the value attached to each one. The research, supported by Self-Determination Theory (SDT), finds that gamification aspects should preserve the brand’s prestige by rewarding customers with VIP treatment and access to unique services, that emotional involvement comes from learning the brand’s story, its ethical practices and receiving personal attention and that rewards ought to include exclusive access and quality benefits rather than discount ability that might lower brand. The findings help advance studies in marketing and practical industry operations by showing that digital loyalty measures in the jewellery field should value customer emotions, personalize the experience and add carefully chosen components to build trusting, lasting bonds with buyer. The findings suggest specific ways jewellery companies can create loyalty strategies that appeal to premium consumers and keep them coming back.