Discuss about the Influence of Culture on Services Marketing Research.
The development of QR Code has resulted in a revolutionary change in the marketing management practices. QR code has made it easier for the marketing professionals to sale services by virtually representing the usage, benefits and drawbacks of the service to the clients (Chitty, Hughes and D’Alessandro, 2012). The paper has been developed to discuss the potential application of QR Code in service marketing and discuss several factors using various marketing theories and principles. Finally, the paper discusses the future development of interactive content and information to support service operations and customer satisfaction.
In the contemporary business development, Quick Response Code i.e. QR code can be identified as one of the most significant tools in advertising and product marketing industry in the developed countries. Modern economies such as the United States of America, Britain, Australia, New Zealand, Japan and other European nations have adopted the use of QR codes so that consumers can gather information regarding a product or services as quickly as possible (Chitty, Hughes and D’Alessandro, 2012). By using the smartphones, consumers need to scan the QR code given on advertisements or online promotions to identify unique information and data (Kim and Yoon, 2014). Notably, by applying the concept, the awareness of consumers can be influenced at a certain degree.
Meanwhile, during the search process of a product as well comparing the product or services with another one, the QR codes can be used to satisfy the customers. Precisely, during the purchasing decision-making, QR codes will easily deliver product related information so that it will become easier for the target demographics to select the right product or services based on loads of information (Javalgi, Cutler and Young, 2015). At the same time, the consumers can use the QR codes to make certain comparison of the products available in the market. Thus, marketing of product will become a lot easier providing sustainability.
The QR codes can be largely useful in the services sector such as retail, health, public sector, and financial services sector. By using the services theory of culture, QR codes can evolve the commercial performance as customers will freely identify and access the information related to services (Sang Ryu and Murdock, 2013). For instance, in the healthcare sector, consumers can scan the QR code to identify the services terns, cost of services, facilities available etc without wasting valuable time. Meanwhile, by using QR codes marketing of services will become more instrumental, to say the least. By influencing the marketing culture, QR codes can set up a paradigm that can be utilised by the target demographics to satisfy their knowledge (Kulkarni and Malagi, 2016).
Alternatively, in the financial services, customers do not need to wait for assistance to compare the services of other financial firms. By quickly scanning the QR code in an advertisement published in a newspaper or online, customers can gather detailed knowledge and information about the services and position of the firm in the market. Thus, consumers can easily select the best services of the firm without delaying the procedure (Shin and Lee, 2014). Conclusively, QR codes will add a new dimension in the services sector marketing leading to sustainable marketing.
As shown in the case study, QR codes can bypass multiple layers of distribution leading towards effective marketing of services and products, the advantages of the system can be drawn. By promoting the concept of service marketing through accessibility of QR codes, a large group of target demographics can be acknowledged at the same time. Without using the conventional media, QR codes can generate a massive customer base depending on the information provided through the QR codes. Therefore, the marketing cost of modern firm will be saved (Chitty, Hughes and D’Alessandro, 2012). Most importantly, companies can involve more customers to streamline the distribution system.
By focusing on the large target groups, QR codes can certainly improve the sales of products and services without involving too much marketing concepts. Precisely, the customers can find their way to the services by using the QR codes. On the other hand, the operations in distribution and logistics will be upgraded automatically by using QR codes as the complexity in the system will be removed (Lovelock and Wirtz, 2016). However, the information channel must be maintained according to the order so that marketing of products and services will be done based on interest of the target demographics. Thus, QR codes can influence the business structure of modern firms.
There are several psychological factors that influence the purchasing behaviour of the consumers while buying a service. On the other hand, the consumers face several uncertainties while choosing a product or service, which is collectively known as the perceived risks (Dahringer, 2011). There are six types of perceived risks that are faced by the consumers. The perceived risks are presented herein below:
The QR code helps in getting all information regarding the service related to the consumer’s perceived risks. Hence, the consumer can mitigate the risks by comparing different services using the QR code. On the other hand, the information collected through the QR code will help the consumer develop a psychological image of the service that will further help the customer in decision making (Fisk, Grove and John, 2008). Hence, QR code will reduce the perceived risks of the consumers and increase the sales of the service.
The development of technology has brought forward several interactive content and information to support service operations and customer satisfaction. For example, the marketing team can make use of SnapTag and other developed online marketing tactics to improve support service operations. SnapTag is a colourful code with the client’s logo in a SnapTag code ring that can be scanned using a camera mobile or a Smartphone. The code is colourful and attractive that influences the psychological behaviour of the consumers (Nargundkar, 2010). The visual effect of the SnapTag can influence people to use the mobile application in order to collect more information about the service.
Furthermore, more information can be provided in the form of video and podcast over the online portals to make the consumers feel the service in the virtual world. In order to develop the support service operations and customer satisfaction, the modern organisations must develop visual presentation of the services linked through the QR Code and online portal of the company. It will help the consumers to make quick decisions and feel satisfied before and after using the service (Sisodia, 2011). Hence, a psychological attraction can be created using technologically developed interactive content and information.
Conclusion
By considering the above analysis, QR code is one of the greatest inventions for the marketing department of a service organisation. It is already known that marketing of a service is much difficult than a product due to its intangible existence. Hence, the information collected through QR code can be helpful for the marketing management to create a psychological impact in the mind of the consumers and influence them to buy the service. On the other hand, the development of technology can be used to make changes in the QR codes to make them more attractive for catching the attention of the consumers.
References
Chitty, W., Hughes, A. and D’Alessandro, S. (2012). Services marketing. 1st ed. South Melbourne, Vic: Oxford University Press.
Dahringer, L. (2011). Marketing Services Internationally: Barriers and Management Strategies. Journal of Services Marketing, 5(3), pp.5-17.
Fisk, R., Grove, S. and John, J. (2008). Interactive services marketing. 1st ed. Boston: Houghton Mifflin.
Javalgi, R., Cutler, B. and Young, R. (2015). The Influence of Culture on Services Marketing Research. Services Marketing Quarterly, 27(2), pp.103-121.
Kim, E. and Yoon, N. (2014). Perceived QR code technological attributes in the smart shopping context. Journal of Global Fashion Marketing, 5(4), pp.297-307.
Kulkarni, S. and Malagi, C. (2016). Creation and Analysis of QR Code. Bonfring International Journal of Software Engineering and Soft Computing, 6(Special Issue), pp.86-89.
Lovelock, C. and Wirtz, J. (2016). Services marketing. 1st ed. Hackensack (NJ): World Scientific.
Nargundkar, R. (2010). Services Marketing. 1st ed. Tata McGraw Hill Education Private Limited.
Sang Ryu, J. and Murdock, K. (2013). Consumer acceptance of mobile marketing communications using the QR code. Journal of Direct, Data and Digital Marketing Practice, 15(2), pp.111-124.
Shin, S. and Lee, E. (2014). Preceding Factors in the Effect of QR Code Characteristics on Consumer’s Purchasing Intention for Mobile Marketing in Fashion Business. Fashion business, 18(2), pp.80-94.
Sisodia, R. (2011). Expert Systems for Services Marketing – Prospects and Payoffs. Journal of Services Marketing, 5(3), pp.37-54.
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