| Popis: |
The use of QR codes has been on the rise in recent years due to their practicality of use, ease and low cost of production, dynamic form that is effective, but also the ability to monitor analytical data in real-time, which gives companies a simpler and faster way to connect with customers. Although this is an area of mobile marketing that is well accepted in practice and research papers on the subject of the application of QR codes in marketing, and satisfaction with QR codes exist, these topics are insufficiently researched in the Croatian market. Therefore, this paper provides insight into the acceptance, use, and satisfaction of customers of QR codes in the Croatian market, both theoretically and empirically. The theoretical part of the paper provides an insight into the application of QR codes in mobile marketing and previous research in this field, while the empirical part of the paper presents the results of quantitative descriptive research conducted through a questionnaire as an instrument for collecting primary data on end customers in the Croatian market. So, the main scientific contribution of this paper is in understanding the circumstances and habits of using QR codes by customers in the Croatian market and the satisfaction of using them. |
