Emergence of internet and smartphones has provided a new dimension to the way businesses are conducted in the global market. It has provided variety of options to the organizations for fulfilling their marketing and promotional requirements. Quick response (QR) codes are among the most advanced marketing tools that has provided a complete new experience to the customers (Yadav and Dabhade 2013). It requires 3G enable device, phone camera for enabling customers to connect with specific content or information immediately. QR codes are generally printed on the products that can provide excellent opportunity for the organizations to advertise in the market. The study aims to elaborate consumer decision-making process related to QR codes. It also looks to highlight the significance of QR codes in service marketing sector. It describes the way QR codes bypass different layers of distribution to create desired impact on the market. Finally, it will look identify different forms of other interactive content that can keep the satisfaction level of the consumer at the desired order.
Stages of Consumer Decision-making Process for the QR Codes:
As emphasized by Lusch and Vargo (2014) consumer decision-making process reflects the way people assess, gather and make choices from several alternative options. In the present competitive business environment, it has become essential for the businesses to understand the consumer decision-making process in an effective manner. Otherwise, it can have major impact on the overall business level of the organization. Consumer decision-making process involves six basic steps including demographic, psychological and social characteristics. Now, initiation of QR codes will have direct impact on the psychological aspect of the decision-making process of the customers. It has been assessed that QR codes allow customers direct access to the content they are looking, which will encourage the consumers to utilize the QR codes more frequently. Furthermore, as QR codes often leader to supermarket coupon or other promotional prize, it keeps the consumers satisfied with the provided quality of services. Now, by impact psychological aspect of the customer, QR codes will enhance the effectiveness of the information search for alternative evaluation (Gr?nroos and Gummerus 2014). Thus, it allow consumers to access best possible options more often, which is likely to create positive impact on the business procedure. Moreover, QR codes are also likely to create positive impact on the post-purchase behavioral aspect of the consumers, as they are likely to remain satisfied with the provided services.
Marketing Opportunity for QR codes in Service Sector:
As per the article by Wilson et al. (2012), effective utilization of marketing and promotional technique is essential for creating desired impact on the service sector. For that reason, different service sector organizations utilize different tools and techniques for achieving sustainable growth in the market. Now, QR codes often provide detail explanation regarding the use and benefits of a particular product or service. It also provides all the detailed information regarding a specific service provided by a company. Therefore, it allows consumers to understand what to expect from the organization correctly. For instance, United Airlines has initiated 2D QR codes for digital boarding passes so that customers do not have to worry about anything. On the other hand, Google places also have initiated QR codes for capturing all the detailed information about the local businesses correctly. The case study has highlighted Gallerie, as it had captured around 200,000 consumer’s database without any advertisement in mainstream platform (Schultz, Patti and Kitchen 2013). It highlights the fact that effective use of QR codes is likely to provide detailed information about the potential consumers. It will create positive impact on the overall effectiveness of the business procedure.
Process for QR Codes for Bypassing multiple Layers of Distribution:
The case study has highlighted the fact that QR codes can streamline the operational process and their customers can capture in-depth information about the business procedure. On the other hand, use of QR codes allows organizations to provide a unique number to all the products. As a result, it has reduced any possibility of confusion regarding the identification of products and services (Huotari and Hamari 2012). It has been assessed that QR codes are extremely popular in the e-commerce sector has it allows the right product to reach right destination at the right time. Hence, it helps to keep all the consumers satisfied with the provided quality of services. Thus, QR codes allow organizations to keep track about all the consumer data, which eventually eliminated the significance of intermediaries in the distribution procedure. It has allowed organizations to reduce the layers related to the distribution process.
Impact of QR Codes in minimizing Perceived Risk of the Customers in Service Sector:
QR codes allow consumers to access detailed information about all the products and services. For instance, it allows consumers to extract information regarding the kind of ingredients are used at the time of making products. It also allows consumers to assess the expiry date of a particular product and kind of impact it can have on the overall health. Therefore, QR codes will help to remove any confusion regarding the quality of a particular product or service, which is likely to minimize the perceive risk level of the consumers in a major way. Gummesson and Gr?nroos (2012) have highlighted different types of risks including functional risk, social risk, financial risk, physical risk and psychological risk associated with the service marketing procedure. Now, QR codes is liked to create major impact on the psychological, social and functional risk of the consumers, as they will have detailed information about the quality of the provided services.
Other Form of Interactive marketing Content for Supporting Service Operation and Consumer Satisfaction:
Huge success of QR codes in service marketing process has induced different other types of marketing tools to emerge within the market. It has been assessed that interactive marketing content is extremely successful in drawing the attention of the customers (Bitner and Wang 2014). On the other hand, it is among the cheapest marketing and promotional tools that organizations can utilize for creating desired impact on the market. For that reason, several small organizations as well are looking to use interactive marketing content for keeping the satisfaction level of the consumers at the desired level (Ndubisi 2013). There are several interactive marketing content including NFC, iBeacons, Clickable papers, Google goggles and SnapTag that organizations can utilize for keeping the customers satisfied with the provided products and services (Gr?nroos and Voima 2013). It has been assessed that all the mentioned interactive marketing contents has already created major impact on the overall business procedure of the service organization. For that reason, QR codes can be regarded as the future marketing tools for keeping the satisfaction level of the consumers.
The above discussion has highlighted the fact that QR codes can actually create major impact on the overall business procedure of the organization. Increasing popularity of internet has provided different way for organizations to provide required information to the consumers. It has helped to enhance the popularity of the promotional tools like QR coding for creating desired impact on the market. The study has also highlighted the fact that QR coding can simplify the distribution procedure in a major way, which is likely to create positive impact on the service marketing organization.
Bitner, M.J. and Wang, H.S., 2014. 11. Service encounters in service marketing research. Handbook of service marketing research, p.221.
Gr?nroos, C. and Gummerus, J., 2014. The service revolution and its marketing implications: service logic vs service-dominant logic. Managing service quality, 24(3), pp.206-229.
Gr?nroos, C. and Voima, P., 2013. Critical service logic: making sense of value creation and co-creation. Journal of the academy of marketing science, 41(2), pp.133-150.
Gummesson, E. and Gr?nroos, C., 2012. The emergence of the new service marketing: Nordic School perspectives. Journal of Service Management, 23(4), pp.479-497.
Huotari, K. and Hamari, J., 2012, October. Defining gamification: a service marketing perspective. In Proceeding of the 16th International Academic MindTrek Conference (pp. 17-22). ACM.
Lusch, R.F. and Vargo, S.L., 2014. The service-dominant logic of marketing: Dialog, debate, and directions. Routledge.
Ndubisi, N.O., 2013. Role of gender in conflict handling in the context of outsourcing service marketing. Psychology & Marketing, 30(1), pp.26-35.
Schultz, D., Patti, C.H. and Kitchen, P.J., 2013. The evolution of integrated marketing communications: The customer-driven marketplace. Routledge.
Wilson, A., Zeithaml, V.A., Bitner, M.J. and Gremler, D.D., 2012. Services marketing: Integrating customer focus across the firm. McGraw Hill.
Yadav, R.K. and Dabhade, N., 2013. Service marketing triangle and GAP model in hospital industry. International Letters of Social and Humanistic Sciences, 8, pp.77-85.