Zadovoljstvo korištenja QR koda u mobilnom marketingu

master's thesis

• Title (english): Customer satisfaction with QR code usage in mobile marketing
• Author: Ana Krce-Ivančić
• Mentor: Miroslav Mandić (mentor)
• Committee member: Sandra Horvat (predsjednik povjerenstva)
• Committee member: Tanja Komarac (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2022-09-22, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Upotreba QR kodova u mobilnom marketingu posljednjih je godina doživjela zamah, poglavito u azijskim zemljama, u Kanadi i SAD-u te u zemljama zapadne Europe. Zbog njihove lakoće izrade, niskog troška, dinamičnog oblika i mogućnosti praćenja analitičkih podataka u stvarnom vremenu, mnoga poduzeća su brzo uvidjela potencijal QR kodova pri dosezanju i povezivanju s potrošačima.

Ipak, postoji tek nekolicina prijašnjih istraživanja na temu prihvaćenosti, korištenja i zadovoljstva QR kodom, a nijedno od njih nije provedeno u Republici Hrvatskoj. Stoga su ovim radom prvo obuhvaćene teoretske postavke korištenja QR kodova i zadovoljstva korisnika, a potom je provedeno istraživanje kako bi se stekao uvid u okolnosti korištenja i zadovoljstvo u Republici Hrvatskoj.

Anketni upitnik ispunilo je ukupno 108 ispitanika te su rezultati potvrdili da su ispitanici upoznati s konceptom QR koda i da ih koriste za razne svrhe. Također je uočena visoka razina slaganja sa svih sedam faktora koji utječu na zadovoljstvo korištenjem QR koda, na temelju čega se može zaključiti da su korisnici općenito zadovoljni QR kodovima.

Abstract (english)

The use of QR codes in mobile marketing has been gaining momentum in recent years, especially in Asian countries, Canada, the U.S. and Western Europe. QR codes are easy to create and implement, low-cost and offer the ability to track results in real-time. A big number of companies quickly noticed that QR code have the potential to help them reach new audiences and connect with consumers.

However, there are only a few previous studies on the topic of acceptance, use and QR code customer satisfaction, and none of them were conducted in the Republic of Croatia. The first part of this paper first covers the theoretical implications of QR code usage and customer satisfaction, and in the second part a research was conducted in order to gain insights into the use and satisfaction with QR codes among Croatian consumers.

A total of 108 respondents filled out the questionnaire. Results confirmed that the respondents are familiar with the concept of QR codes and that they use them for various purposes. Research findings show a high level of agreement with all seven factors influencing QR code satisfaction, which shows that users are generally satisfied with QR codes.

• Keywords: QR kôd; zadovoljstvo korisnika; mobilni marketing; faktori zadovoljstva
• Keywords (english): QR code; customer satisfaction; mobile marketing; customer satisfaction factors
• Language: croatian
• URN:NBN: urn:nbn:hr:148:591863
• Study programme: Title: Digital marketing; Study programme type: professional; Study level: specialist graduate; Academic / professional title: stručni/a specijalist/specijalistica digitalnog marketinga (stručni/a specijalist/specijalistica digitalnog marketinga)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to authenticated users
• Created on: 2022-09-22 10:21:22