How Do QR Codes Enhance Customer Experience? : Omnichannel Customer Experiences in a Brick-and-Mortar Fashion Store
Holkkola, M., Paananen, T., Frank, L., Kemppainen, T., & Makkonen, M. (2023). How Do QR Codes Enhance Customer Experience? : Omnichannel Customer Experiences in a Brick-and-Mortar Fashion Store. In A. Pucihar, M. Kljajić Borštnar, R. Bons, G. Ongena, M. Heikkilä, & D. Vidmar (Eds.), 36th Bled eConference : Digital Economy and Society : The Balancing Act for Digital Innovation in Times of Instability (pp. 319-334). University of Maribor. https://doi.org/10.18690/um.fov.4.2023.20
© University of Maribor, University Press
In this qualitative study, we investigate how customers perceive QR codes enhancing their customer experience (CX) in the brick-and-mortar (B&M) store environment. Introducing QR codes to B&M stores is a part of the larger phenomenon of retailers creating omnichannel CXs by utilizing digital and cyber-physical elements in B&M stores. To collect data from real customers’ CXs, we displayed QR codes in a Finnish fashion brand’s B&M store and interviewed customers who had authentically visited the store. The QR codes displayed in the store were linked to a product information page on the brand’s online store, a brand ambassador’s Instagram posts, and an online survey. The data consist of 15 individual semi-structured thematic interviews of customers aged under 50 years. By conducting qualitative content analysis, we found six main advantages (i.e., interestingness, informativeness, usability, attractiveness, interaction, and innovativeness) and 14 subgroups of QR codes’ advantages in enhancing the CX. ...
PublisherUniversity of Maribor
Parent publication ISBN978-961-286-751-5
Is part of publication36th Bled eConference : Digital Economy and Society : The Balancing Act for Digital Innovation in Times of Instability
Publication in research information system
MetadataShow full item record
Funding program(s)Others, Business Finland
Showing items with similar title or keywords.
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