Shintaro Okazaki, Angeles Navarro, Sara Campo
This study examines the effectiveness of Quick Response (QR) code loyalty campaigns in two phases. In Study 1, qualitative perceptions of QR code are examined through key informant focus groups. Participants express their positive as well as negative opinions about the use of QR code. In Study 2, we examine the effectiveness of QR code loyalty campaigns in “winning back” inactive customers in terms of repeat purchases. The study manipulates information privacy concerns, level of involvement, and timing of rewards. Results from a scenario-based experiment suggest that when consumers are concerned with privacy disclosure, delayed rewards, rather than immediate rewards, induce greater loyalty among inactive consumers. By the same token, a low-involvement service, rather than a high-involvement service, is likely to develop greater loyalty. Furthermore, there is a significant interaction effect between the timing of the reward and the level of involvement. However, when consumers are not concerned with privacy, neither main effects nor interaction effects are observed. In closing, implications are discussed while limitations are recognized and future research is suggested.