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Question:

Discuss about the Analysis of use QR code.
 
 

Answer:

Introduction

This is a case analysis of a case study showing how consumer use their mobile phones to scan a quick Respond (QR) code to access a particular content of interest.  A QR code is a two dimension code that can be read by smartphones (Lai, et al., 2013).  It consists of black modules arranged in a square pattern on a background which is white. Data, URL or any other information can be encoded in the QR code. This type of matrix was developed in 1994 by Toyota subsidiary Denso Wave and has become one of the most modern bar code. The code is growing globally, but it is mostly used in USA, Japan, India, Australia, and Korea (Chitty, et al, 2013). The relevance of using this code is analysed and how the code creates the market opportunity for businesses. Consumers can use the camera on 3G- enabled device phones to scan the QR codes and get connected to promotional deal, mobile web page or maps instantly (Watson, et al 2013).

In which stage of consumer decision-making process may QR codes be particular relevance?

Decision making is a process of choosing by identifying a decision, information, gathering, and evaluating an alternative resolution. The process can be useful when a step-by-step process is used to assess the choice (Cata, et al, 2013).

 In making this decision, five steps can be employed. They include:

  1. Step 1. The need of the product. For the product to be bought, there must be a special need.
  2. Step 2. Gathering information about the need identified in step one. After determining the need for a product, the information about the product must be gathered and evaluated on the best option. Information can be acquired from
  3. QR code
  4. Personal sources- i.e. discussing the need with a friend or a family member.
  • The use of Commercial sources- they can use advertisement to get the product or service they want.
  1. Public sources like newspaper and magazines
  2. Experiential sources. They can use their experience to handle particular product (Okazaki and Hirose, 2012).
  3. The third step is to evaluate the alternatives available on the market and chose the best
  4. Step 4- the purchase of the product. The consumer chose the best product following evaluation of the product.
  5. Step 5 is the post-market evaluation. Here the customer analyzes whether the product purchased is useful and has satisfied his wants (Dou and Li, 2008).

In the processes discussed above, QR code can be used in step 2. To gain information about the product.

Do you see a marketing opportunity for QR codes in the service sector?

QR code can be used by any organization in marketing their products; therefore, Service Company like health care can use the system. The QR code can be used by both the retail businesses, educational institution, a non-profit organization, and membership association provided they possess a smartphone. Using a QR will be a good way to reach the target audience in a new convenient way Vazquez, et al., 2012).

For example in healthcare, QR code can be used in the following ways:

  1. Phone numbers. The QR code can be connected to the phone number and they need not to be connected to the web address. It can be used to make an instant connection without bothering the patient to type or remember a phone number (Kan, et al, 2009).
  2. Physician profile. The code can be used by physicians to inform the patient about their practice. The physician can even link them to a video add telling the patient about himself. This will help the patients to experience the doctor’s personalities and experience and decide whether the doctor is the sort of physician they’d like to see.
  3. Special promotion. A promotion code can be circulated using the QR code, and the viewers will get the chance to interact with the service offered as a low-cost screening offer, education about health and so on. Using this code in health service is convenient than using text messages (Kan, et al, 2009.
  4. Procedure and equipment video. A web code linked to QR can be shared with the patient to show them how the same thing. The video should only be in pictures, but a video should be used to illustrate the process. The QR turns a QR static add into a multimedia experience.
  5. A QR code can be linked with Google map to help the patients who are visiting for the first time or those who do not remember their way to find the hospital
  6. Health tips. QR codes should be linked to microsites, videos, podcast, and blogs based on health education. This will help the patients to just point their smartphones at the QR code to get the information rather than waiting for the timely reply.
  7. Post-procedure instructions. An online document can be linked to a QR to guide patients on how they can care for themselves after a procedure, a physical therapy and any relevant information can be linked to the procedure (Cruszynski and Ruminski, 2014).
  8. Doctors also use smartphones, so, physician-to-physician communication can be enhanced using the QR code. The code can be used to provide referrals, contact information of another doctor and procedures or profile the doctor practice
 


From the evidence above, it is clear that QR codes can be used in service industry provided their target customer use smartphones.

Some potential advantage of QR code

User convenience – the code provides a convenient one-step process for directing users to targeted area like, website, direction, promotion, phone number or other information (Cruszynski and Ruminski, 2014)

  1. QR code is environmentally friendly – the system can reduce waste since it limits the use of printed materials
  2. Cost effective – It is free to produce QR codes. Marketing strategies are the only thing limiting their use.
  • Versatile - the code can be integrated into variety of marketing material including print collateral, direct mail, and outdoor display
  1. Device independent – the pages QR link to can be viewed from all popular platform without any adjustment (Chitty, et al, 2013).
  2. Competitive Differentiation – the code is still new in many parts of the world, so the industry that develops it will offer a strategic market.

How QR codes affect consumer’s’ perceived risk of products within the service sector

The mobile marketing is gaining recognition all over the globe. The QR code is a matrix which can be read with smartphones containing barcode reader (Rohs & Gfeller, 2004).

 The code enables the consumer to directly access the link they want. The belief of consumers about mobile market also affects their behavioural intentions regarding receiving QR ads. As QR codes being one of the latest models of mobile marketing, consumer belief that QR codes were considered to be positively associated with their behavioural intention.

The perceptual factors are the strongest predictors of consumer behaviour responses. It is also realized that other factors like perceived use and benefit can be identified by the customer. As the main factor affecting the desirability of QR code usage. Because perception can vary from person to person and from place to place, geographical difference and culture are also factors that can affect different consumers’ perception. The most noted change is among consumers in Japan and those in The Unite State of America. In Japan, QR code has been developed and has become part of their daily life while in the USA the code is not fully developed (Lin, et al., 2015).

Lastly, the type of the product will determine the number of consumers who will use the QR code to view it. The rate of involvement assigned the amount of interactions or attentiveness with certain products. The products with high involvement products have a greater probability of being scanned. The product to be scanned will also depend on how the industry promotes their QR code and how frequent they use it on their products (Cata, et al, 2013).

Which another form of interactive content be developed to support service operation and customer satisfaction in future?

  1. To increase customers’ engagement and satisfaction, industries need to develop a QR code that:
  2. Consumers can relate to and be inclined to associate with
  • The company should strength their brand by empowering their logo with Visual QR capability
  1. The company should give their customers a reason to engage

An online company should be built and strengthen with an on local Visual QR codes (Watson, et al, 2013).

 

References

Cata, T., Patel, P.S. and Sakaguchi, T., 2013. QR code: A new opportunity for effective mobile marketing. Journal of Mobile Technologies, Knowledge and Society, 2013, p.1.

Chitty, W., Hughes, A. and D'Alessandro, S., 2012. Services marketing.

Czuszynski, K. and Ruminski, J., 2014, June. Interaction with medical data using QR-codes. In Human System Interactions (HSI), 2014 7th International Conference on (pp. 182-187). IEEE.

Dou, X. and Li, H., 2008. CREATIVE USE OF QR CODES IN CONSUMER COMMUNICATION. International Journal of Mobile Marketing, 3(2).

Kan, T.W., Teng, C.H. and Chou, W.S., 2009, December. Applying QR code in augmented reality applications. In Proceedings of the 8th International Conference on Virtual Reality Continuum and its Applications in Industry (pp. 253-257). ACM.

Lai, H.C., Chang, C.Y., Wen?Shiane, L., Fan, Y.L. and Wu, Y.T., 2013. The implementation of mobile learning in outdoor education: application of QR codes. British Journal of Educational Technology, 44(2), pp.E57-E62.

Lin, S.S., Hu, M.C., Lee, C.H. and Lee, T.Y., 2015. Efficient QR code beautification with high quality visual content. IEEE Transactions on Multimedia, 17(9), pp.1515-1524.

Okazaki, S., Li, H. and Hirose, M., 2012. Benchmarking the use of QR code in mobile promotion. Journal of Advertising Research, 52(1), pp.102-117.

Rohs, M. and Gfeller, B., 2004. Using camera-equipped mobile phones for interacting with real-world objects. na.

Vazquez-Briseno, M., Hirata, F.I., Sanchez-Lopez, J.D.D., Jimenez-Garcia, E., Navarro-Cota, C. and Nieto-Hipolito, J.I., 2012. Using RFID/NFC and QR-code in mobile phones to link the physical and the digital world. Interactive Multimedia. Dr. Ioannis Deliyannis (Ed.) InTech, pp.219-242.

Watson, C., McCarthy, J. and Rowley, J., 2013. Consumer attitudes towards mobile marketing in the smart phone era. International Journal of Information Management, 33(5), pp.840-849.

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