BazEkon - Biblioteka Główna Uniwersytetu Ekonomicznego w Krakowie

BazEkon home page

Meny główne

Szyjewski Grzegorz (University of Szczecin, Poland), Fabisiak Luiza (West Pomeranian University of Technology, Poland)
Justificatton of Using Two Dimension Graphic Codes (Qr) in Marketirng Activities
Business and Non-profit Organizations Facing Increased Competition and Growing Customers' Demands, 2017, vol. 16, s. 291-304, rys., bibliogr. 16 poz.
Słowa kluczowe
Drzewo decyzyjne, Badania ankietowe, Optymalizacja wielokryterialna, Kod QR
Decision tree, Questionnaire survey, Multiple criteria optimization, QR Code
Modern models of marketing are used as methods of promotion, brand image building and sales support in organizations. All those activities are preceded with mainly ICT tools use. Modern models of marketing can help by using multimedia communication with interactivity, launched by two-dimensional graphic code. Two-dimensional QR codes create the connection between analog and digital marketing tools. The code saved and made available to the consumer in its printed form can be used as a gateway through which (often unaware) the customer becomes introduced to the world of electronic marketing. The potential of such promotion is enormous, and it is observable in the current marketing trends. However, it is worth considering whether the potential customers' society is prepared to use that technology. The problem is that there is a risk that the code's interactive post will never reach the recipient. The question which arises is about the effectiveness of the form's message, in practical use. In order to verify the problem of the legitimacy of QR codes use, the source data was collected from the answers given to the question how well QR codes are recognized as a way of communication. The practical ability to use this channel of communication was also explored. The data was gathered from the electronic questionnaire, which was conducted among people between the age of 19-23. The decision model used in the work presents sequential decision-making, depending on the achieved situation. (original abstract)
Pełny tekst
  1. Andersen, P. H. (2001). Relationship development and marketing communication: An integrative model. Journal of Business & Industrial Marketing, 16(3), 167-182.
  2. Breiman, L., Friedman, J.H., Olshen, R.A., & Stone, C.J. (1984). Classification and Regression Trees. Boca Raton, London, New York, Washington, D.C.: Chapman & Hall.
  3. Finne, A., & Gronroos, Ch. (2009). Rethinking marketing communications: From integrated marketing communication to relationship marketing. Journal of Marketing Communication, 15(2-3), 179-195.
  4. Janiak, T. (2000). Kody Kreskowe, Rodzaje, Standardy, Sprzęt, Zastosowania. Poznań: Instytut logistyki i magazynowania.
  5. Kang, S., & Jung, J. (2014). Mobile communication for human needs: A comparison of smartphone use between the US and Korea. Computers in Human Behavior, (35), 376-387.
  6. Kieżel, M., & Wiechoczek, J. (2016). Internet-based Marketing Tools for Customer Engagement Management. Paper presented at The International Marketing Trends Conference, Venice, Italy.
  7. Kwiatek, P., Leszczyń ski, G., & Zieliń ski, M. (2009). Komunikacja w relacjach Business-to-Business. Poznań : Wydawnictwo Advertiva.
  8. Langey, P., Iba, W., & Thompson, K. (1992). An analysis of Bayesian classifiers. Paper presented at The 10th National Conference on Artificial Intelligence, San Jose, CA, USA.
  9. Ponduri, S. B., & Bala, E. S. (2014). Role of information technology in effective implementation of customer relationship management. Journal of Marketing & Communication, 9(3), 50.
  10. Pons, D., Valle S, R., Abarca, M., & Rubio, F. (2011). QR codes in use: The experience at the UPV Library. Serials [on-line], 24(3). Retrieved from
  11. Reformat, B. (2016). Geolokalizacja jako nowe wyzwanie dla podmiotów handlu detalicznego w Polsce. Handel Wewnętrzny, 2(361), 355-363.
  12. Sullivan, C. (2011). Tesco nails mobile shopping with QR Code virtual store. Retrieved from
  13. Szczech, I. (2009). Multicriteria attractiveness evaluation of decision and association rules. Transactions on Rough Sets X, 5656, 197-274.
  14. Szyjewski, G. (2013). Wykorzystanie dwuwymiarowych kodów QR (Quick Response) w procedurach autoryzacji. Zeszyty Naukowe Uniwersytetu Szczecińskiego. Ekonomiczne Problemy Usług, (106), 77-87.
  15. Weng, S.S., & Liu, M.J. (2004). Feature-based recommendations for one-to-one marketing. Expert Systems with Applications 26(4), 493-508.
  16. Wiechoczek, J. (2016). Tendencje w rozwoju marketingu mobilnego producentów dóbr zaawansowanych technologicznie. Studia Ekonomiczne. Zeszyty Naukowe Uniwersytetu Ekonomicznego w Katowicach, (254), 230-240.
Cytowane przez
Udostępnij na Facebooku Udostępnij na Twitterze Udostępnij na Google+ Udostępnij na Pinterest Udostępnij na LinkedIn Wyślij znajomemu