Quick Response code or QR code is a two dimensional matrix barcode, which was seen to be first initiated for automotive industry in Japan. The later on adaptations of the code was seen to be done in several types of the other industries ranging from item identification, general marketing, and document management. Some of the main uses of the code have been evident in form of Scanning of the QR code on a newspaper article and one can go straight to a mobile website, which provides additional information. Some of the other benefits has been further seen in downloading the coupon for the supermarket, sending instant text to enter promotions and the sending of tour dates (Diazgranados and Funk 2013).
The marketer needs to decide some parameters to figure the reasons, which are seen to be associated to the consumption process of the individual’s. The five steps of the consumer decision-making process have been seen in terms of the implementation need recognition, searching for the information, evaluating the alternatives, deciding the Actual Purchase of the Product or the Service. The final step involves evaluation of the post purchasing decisions (Yao and Shin 2013).
The main implementation of the QR code is seen to applicable in first stage and the final stage of the consumer decision-making process. In the very first stage, the decision of the applicability of the QR code needs to be evaluated. This will be able to show whether the QR code can be applicable in the first place. The fifth stage of the consumer decision-making process will be able to provide various types of the supporting activities and additional services. This has been already mentioned in the form of McDonald’s by providing the nutritional value and several types of other feedback process which is associated to the fifth stage (Agusta et al. 2013).
Marketing opportunities of QR code technology in the service sector and drawing relevant examples
In the recent times, numerous marketing opportunities has been identified in terms of the building of a active consumer base and forming of various types of communities for contributing in the overall growth of the business.
The relevant examples have been drawn from the relevant sectors and these has been listed below as follows:
Bypassing of multiple layers of distribution and support marketing in service sectors
As per the given case study the streamlining of the distribution process has seen to be applied in terms of facilitating the customers with the appropriate information for searching for health related issues, ingredients and several types of recipes(Lin et al. 2015).
The main types of the advantages has been already been observed in terms of reducing the cost of advertising, forming of community and associating the same with the social media websites such as Instagram, Twitter and Facebook. Some of the other benefits in this aspect can be also seen in terms of product distribution and providing the option for easy tracking and overall distribution process.
In general, it has been observed that the QR codes have been linked to a relevant service. In cases of ad magazines the QR codes provides the consumers with the option to a detailed specification of a particular product or service just by scanning the QR code. In this manner, the consumers are able to get particular details on the product and this contributes to the overall risk associated to the products within service sector. Some of the other benefits has been further seen in form of the identifying the risk. This is seen in terms of the associated risk in terms of product features, product pricing and the associated benefits. The risk perceiving has been also seen to be evident in terms of wine purchases, the QR code has influenced in negotiating the consumers for complex purchase process. The consumers are not only able view the various features of the product able to evaluate the different types of the risk associated with the purchasing decisions. The main advantage of the integration has been mainly identifying in terms of the simplifying the overall purchasing process (Bani-Hani, Wahsheh and Al-Sarhan 2014).
Other interactive content and information, which may be developed in future to support service operations and customer satisfaction
Some of the interactive process has been identified in terms of supporting customer satisfaction and various types of the service operations by upgrading of the existing services. For instances, the services provided by the internet radio and the online television can offer their subscribers to upgrade their current package with a simple QR code. This will eliminate the hassle of visiting the website and navigating through the upgrade options. This will also enable the customers for the upgrading of the service by just scanning the QR code.
The other advantages has been identified in terms of providing the after sales service. The various provisions for the after sales service will enable the consumers to book for after sales service with the QR Code. Some of the various types of the other advantages of the implementation process can be observed in terms of the feedback provided for the individual services (Park, Kim and Park 2014).
The report has been able to present an extensive knowledge of the application of the relevant QR code technology for relating the theories and concepts of the service marketing. The main benefits of the implementation have been identified in terms of the first and the fifth stage of the consumer decision-making process. The report has been able to show the relevant benefits in terms of retail, financial health and public sector transportation. Some of the main benefits of the study have been further identified in terms of the making reductions in the forming of a community, advertising and integration of the QR services in the social media platforms like Instagram, Twitter and Facebook. Some of the other aspects of the discussions have been able to suggest on the risk perceived of the products in the service sectors.
Agusta, G. M., Hulliyah, K., Arini and Bahaweres, R. B. (2013) ‘Applying merging convetional marker and backpropagation neural network in QR code augmented reality tracking’, International Journal on Smart Sensing and Intelligent Systems, 6(5), pp. 1918–1948.
Bani-Hani, R. M., Wahsheh, Y. A. and Al-Sarhan, M. B. (2014) ‘Secure QR code system’, in 2014 10th International Conference on Innovations in Information Technology, IIT 2014, pp. 1–6. doi: 10.1109/INNOVATIONS.2014.6985772.
Belussi, L. F. F. and Hirata, N. S. T. (2013) ‘Fast component-based QR code detection in arbitrarily acquired images’, in Journal of Mathematical Imaging and Vision, pp. 277–292. doi: 10.1007/s10851-012-0355-x.
Charoensiriwath, C., Surasvadi, N., Pongnumkul, S. and Pholprasit, T. (2015) ‘Applying QR code and mobile application to improve service process in Thai hospital’, in Proceedings of the 2015 12th International Joint Conference on Computer Science and Software Engineering, JCSSE 2015, pp. 114–119. doi: 10.1109/JCSSE.2015.7219781.
Diazgranados, M. and Funk, V. (2013) ‘Utility of QR codes in biological collections’, PhytoKeys, 25, pp. 21–34. doi: 10.3897/phytokeys.25.5175.
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. doi: 10.1109/TMM.2015.2437711.
Lin, Y. H., Chang, Y. P. and Wu, J. L. (2013) ‘Appearance-based QR code beautifier’, IEEE Transactions on Multimedia, 15(8), pp. 2198–2207. doi: 10.1109/TMM.2013.2271745.
Park, H., Kim, T. and Park, J. (2014) ‘QR code alteration for augmented reality interactions’, in ISMAR 2014 - IEEE International Symposium on Mixed and Augmented Reality - Science and Technology 2014, Proceedings, pp. 293–294. doi: 10.1109/ISMAR.2014.6948456.
Tarjan, L., Šenk, I., Tegeltija, S., Stankovski, S. and Ostojic, G. (2014) ‘A readability analysis for QR code application in a traceability system’, Computers and Electronics in Agriculture, 109, pp. 1–11. doi: 10.1016/j.compag.2014.08.015.
Yao, H. and Shin, D. (2013) ‘Towards preventing QR code based attacks on android phone using security warnings’, Proceedings of the 8th ACM SIGSAC symposium on Information, computer and communications security - ASIA CCS ’13, p. 341. doi: 10.1145/2484313.2484357.
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