Revisiting quick response code technology: corporate perspectives. (2nd September 2019)

• Record Type: Journal Article
• Authors: Sen, Sandipan; Rocco, Richard A.; Ranganathan, Sampathkumar; Brooks, John R.
• Is Part Of: International journal of mobile communications. Volume 17:Number 6(2019)
• Page Start: 703
• Page End: 726
• Publication Date: 2019-09-02
• Subjects: technology in retailing -- retail marketing -- marketing communications -- quick response codes -- QRCs; Mobile communication systems -- Periodicals; Wireless communication systems -- Periodicals; 384.53
• Languages: English
• ISSNs: 1470-949X

Abstract

Quick response code (QRC) technology is facing various impediments to its adoption and usage. It has an uncertain future amidst an evolving landscape of technology and social tools available to companies. This study examines QRC's utilising marketing executives to gain current insights on its present use as well as future direction. A mixed methods survey was used to capture qualitative and quantitative responses from corporate marketing executive perspectives about QRC. Executives view QR codes primarily as a technology to increase both strategic advantage and communication advantage with customers. The findings suggest QRC will evolve as an important technology to support future corporate marketing and sales efforts.