Title: Attributions of QR code-driven perceived flow on customer satisfaction

Authors: Wajdy Omran

Addresses: Department of Management, School of Economics, Management and Political Science, Centre for Research in Economics and Management (NIPE), University of Minho, Campus de Gualtar, 4710-057 Braga, Portugal

Abstract: Integrating QR codes into customer experiences is crucial for bridging physical and digital realms. Understanding their influence on satisfaction is vital in technology-driven marketing. This study examined the attributes of QR code technology on perceived flow, influencing customer satisfaction. A quantitative methodology was employed, collecting data from 620 Syrian respondents through an experiment involving a DiGiShi promotional poster with a QR code and using SPSS tools such as T-test/regression to examine relationships among the variables. The findings showed a positive significant relationship between the attributes of QR code usefulness, acceptance, feasibility, and perceived flow and the positive influence of perceived flow on customer satisfaction. The study extends technology acceptance theories TAM/UTAUT to digital marketing, highlighting its relevance in QR code interactions. Findings emphasise the design of user-friendly QR codes to enhance satisfaction. Businesses can leverage these insights to optimise digital strategies, ensuring QR codes are functional tools for interaction.

Keywords: QR code; perceived flow; usefulness; acceptance; feasibility; customer satisfaction.

DOI: 10.1504/IJMABS.2025.146953

International Journal of Markets and Business Systems, 2025 Vol.6 No.1, pp.46 - 65

Received: 25 Nov 2024
Accepted: 08 Mar 2025
Published online: 27 Jun 2025 *

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