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dc.contributor.authorHolkkola, Matilda
dc.contributor.authorPaananen, Tiina
dc.contributor.authorFrank, Lauri
dc.contributor.authorKemppainen, Tiina
dc.contributor.authorMakkonen, Markus
dc.contributor.editorPucihar, Andreja
dc.contributor.editorKljajić Borštnar, Mirjana
dc.contributor.editorBons, Roger
dc.contributor.editorOngena, Guido
dc.contributor.editorHeikkilä, Marikka
dc.contributor.editorVidmar, Doroteja
dc.date.accessioned2023-07-11T06:47:28Z
dc.date.available2023-07-11T06:47:28Z
dc.date.issued2023
dc.identifier.citationHolkkola, 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.), <i>36th Bled eConference : Digital Economy and Society : The Balancing Act for Digital Innovation in Times of Instability</i> (pp. 319-334). University of Maribor. <a href="https://doi.org/10.18690/um.fov.4.2023.20" target="_blank">https://doi.org/10.18690/um.fov.4.2023.20</a>
dc.identifier.otherCONVID_183941388
dc.identifier.urihttps://jyx.jyu.fi/handle/123456789/88363
dc.description.abstractIn 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.en
dc.format.extent920
dc.format.mimetypeapplication/pdf
dc.language.isoeng
dc.publisherUniversity of Maribor
dc.relation.ispartof36th Bled eConference : Digital Economy and Society : The Balancing Act for Digital Innovation in Times of Instability
dc.relation.urihttps://press.um.si/index.php/ump/catalog/book/786
dc.rightsCC BY 4.0
dc.subject.otherQR codes
dc.subject.otherbrick-and-mortar
dc.subject.otheromnichannel
dc.subject.othercustomer experience
dc.subject.otherstore environment
dc.subject.othercyber-physical
dc.subject.otherB&M
dc.subject.otherretail
dc.titleHow Do QR Codes Enhance Customer Experience? : Omnichannel Customer Experiences in a Brick-and-Mortar Fashion Store
dc.typeconferenceObject
dc.identifier.urnURN:NBN:fi:jyu-202307114490
dc.contributor.laitosInformaatioteknologian tiedekuntafi
dc.contributor.laitosKauppakorkeakoulufi
dc.contributor.laitosFaculty of Information Technologyen
dc.contributor.laitosSchool of Business and Economicsen
dc.type.urihttp://purl.org/eprint/type/ConferencePaper
dc.relation.isbn978-961-286-751-5
dc.type.coarhttp://purl.org/coar/resource_type/c_5794
dc.description.reviewstatuspeerReviewed
dc.format.pagerange319-334
dc.type.versionpublishedVersion
dc.rights.copyright© University of Maribor, University Press
dc.rights.accesslevelopenAccessfi
dc.relation.conferenceBled eConference
dc.relation.grantnumber206/31/2020
dc.subject.ysodigitaalinen markkinointi
dc.subject.ysoQR-koodit
dc.subject.ysoasiakaskokemus
dc.subject.ysomonikanavaisuus
dc.subject.ysovaateliikkeet
dc.subject.ysoverkkokauppa
dc.subject.ysokivijalkaliikkeet
dc.subject.ysovähittäiskauppa
dc.format.contentfulltext
jyx.subject.urihttp://www.yso.fi/onto/yso/p23942
jyx.subject.urihttp://www.yso.fi/onto/yso/p26418
jyx.subject.urihttp://www.yso.fi/onto/yso/p24882
jyx.subject.urihttp://www.yso.fi/onto/yso/p23342
jyx.subject.urihttp://www.yso.fi/onto/yso/p17740
jyx.subject.urihttp://www.yso.fi/onto/yso/p9457
jyx.subject.urihttp://www.yso.fi/onto/yso/p27334
jyx.subject.urihttp://www.yso.fi/onto/yso/p14002
dc.rights.urlhttps://creativecommons.org/licenses/by/4.0/
dc.relation.doi10.18690/um.fov.4.2023.20
dc.relation.funderBusiness Finlanden
dc.relation.funderBusiness Finlandfi
jyx.fundingprogramOthers, Business Finlanden
jyx.fundingprogramMuut, Business Finlandfi
dc.type.okmA4


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