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