The interest of Romanian consumers in using QR codes in restaurants and pubs

• Author: Balasescu M., Dovleac L.
• Pages: 9-14

Bulletin of the Transilvania University of Braşov

Series V: Economic Sciences • Vol. 10 (59) No. 1 - 2017

The interest of Romanian consumers in using QR

codes in restaurants and pubs

Marius BĂLĂȘESCU1, Lavinia DOVLEAC2

Abstract: The fast development of smartphone technology has created an opportunity to use

QR code, considered a popular way of mobile tagging due to its ease of use. Various types of

hospitality units, such as accommodations or restaurants and bars have found in QR codes

an excellent marketing tool. This paper presents the results of a marketing research study

conducted in Brasov city from Romania regarding the consumers’ interest in using QR codes

in restaurants and pubs. The results show that mostly the young generation of consumers is

aware of QR codes existence because they have smartphones and they are always interested

in testing the latest technologies.

Key-words: QR code, hospitality industry, marketing research, smartphone, promotion.

1. Introduction

One of the mobile technologies that can be used in interactive marketing for

advertising is the QR code (Quick Response Code). The major contribution of QR

codes is on the promotion element from the marketing mix (Klein, 2014). Because

customers scan a QR-Code only when they wish to get more information about a

product or a service or to participate in a marketing campaign, QR-Code based

marketing activities are classified under pull-based mobile marketing (Pousttchi and

Wiedemann, 2007).

QR codes provide pertinent and relevant information and deliver it quickly

and efficiently. QR codes are inexpensive to create and those that access them only

need a camera-enabled smartphone in order to scan them (RestaurantQRCodes,

2016). Once they have been appropriately scanned with the help of a mobile

application, they may give details about that business (allowing users to search for

nearby locations), or details about the user, show a URL, or they may offer a coupon

for shopping.

1 Transilvania University of Braşov, Faculty of Economic Sciences and Business Administration,

marbalasescu@yahoo.com.

2 Transilvania University of Braşov, Faculty of Economic Sciences and Business Administration,

lavinia.dovleac@unitbv.ro.