Will They Come Back Again? Assessing the Effectiveness of QR Code Campaign

Consumer participation in loyalty programs continues to flourish and has become more frequent in service companies (Bolton et al., 2000). A loyalty program is a marketing program that is designed to build more involving relationships with customers by providing attractive incentives (Yi and Jeon, 2003). The logic behind this program is that loyal customers are a profitable segment as they tend to repeat their purchase, pay premium prices, and bring in new customers by word-of-mouth (O’ Brien and Jones, 1995). The use of loyalty programs is particularly important when firms want to win back inactive customers. The present study sheds light on this specific segment: those former customers who have left and not come back of their own accord. How can we get them back by QR code loyalty campaign? Quick response (QR) code is a unique, two-dimensional barcode that can be reproduced in a diverse range of printable surfaces.