Service Marketing Organization Theory

Question: Discuss about the Service Marketingfor Organization Theory. Answer: Introduction: The main purpose of this case study is to understand the relevance of QR codes in the service sector. The marketing opportunities and potential advantages of QR codes are also discussed in this study. The perceived risks associated with products for consumers on usage of QR codes with reference to service industry are also discussed in this case study. The future substitutes like AR, NFC, Google goggles or Snap tag for QR codes that can enhance business operations of service sector and customers satisfaction are also discussed in this study. The stage at which customers wanted to get enough information about the products or services they wanted to purchase or use is the significant stage for usage of QR codes in the process of consumers decision making. The knowledge related to products is key element during the consumers decision making and usage of QR codes will be significant for delivering the information according to need (Higgins et al, 2014). QR codes will be able to give enough information about products nature. The product information given by the QR codes is consistent in nature according to information search and also acts as primary method to reduce the risks during the product purchase decision by the consumers. Theories of balance scorecard and marketing mix are also most important factors that give the information related to product or services to the consumers. Balance scorecard will enable consumers about their needs related to products and also suggests appropriate initiatives to purchase the desired products (Babin and Zikmund, 2015). Marketing mix also gives consumers enough knowledge related to products or services they desired to purchase and also provides information related to all qualities of the products with information of manufacturing company as well. There are several marketing business opportunities of QR codes in service sector that helps the business to grow in efficient manner. QR codes can be linked to provide installation information. These can also provides source information related to parts or services that needs to be replaced. These also help in directing to the business operations and also help the companies in hiring professional for business. These codes are also use valuable coupons or special offers for any business to promote products or services in effective manner (Wirtz and Lovelock, 2016). These also provide feedback forms of the customers to effectively improve the quality or issue related to the products or services for the companies. The customer needs to have knowledge related to scan QR codes. The financial companies using QR codes for accessing quick information of customers to give follow up calls regarding sales. Most of the airlines companies are using QR codes as passes for digital boarding. Verizon also using QR codes at its retail stores which allows customers to participate and win smart phones. Marketing mix will help in promoting products or services at efficient locations to different customers (Hunt, 2014). The product factor of marketing mix will provide enough information related to products or services offered by the companies to customers. Ansoffs matrix can also be used for strategically developing business operations for organizations. This provides excellent marketing opportunities to develop the product in efficient manner. QR codes are important aspects in inventory management or manufacturing industry. These help in tracking more products prices and names that can include part number, serial number and other information. QR codes can also be used instead of barcodes as can encode maximum products or components. These codes can easily be read using cell phones or smart phones and not requires scanners to read information. These codes can also save or store large amount of information in terms of URLs, texts and geo coordinates (Klein, 2014). These are also cost effective and enable companies not to purchase scanners to record all inventory transactions in efficient manner. The employees of service industries prefer to use cell phones to scan OR codes as these are convenient and easier to use. These also not require smart phones to be connected with computers to operate business operations for service sector. Porters model will help the service sector in analysing their competitors and will also helps to access the factors that can enable them to achieve desired business growth of companies. Maslows theory also helps the companies to understand the customers desires and on that basis products or services are developed by the companies (Lusch and Vargo, 2014). This theory also makes the service sector to efficiently use the QR codes in order to get competitive advantage in the preset marketing conditions. There are various strategies adopted to attract customers to use QR codes to get information related to products or services. These codes offer interactivities to consumers so that can scan codes for launching advertisements on their phones that can increase potential to interact by clicking to perform several tasks to receive offers or coupons. This makes consumer connected with brand with quick access to all information related to products or services (Kim and Yoon, 2014). The customers who do not have sufficient technological knowledge have the difficulty to understand QR codes and sacking those codes is even difficult task for those customers. These codes need to be easier to san that should not require any guesswork from the consumers. The perceived response of QR can be understood with help of interactivity which includes user control, responsiveness and connectedness and immediately responds on consumers requests. Porters model will help the companies to analyse the threats or new entrants for the QR codes and will enhance business growth for companies by providing relevant information related to products and their significance for the customers. The SWOT and PESTLE analysis will also help service sector to determine risks on products associated with usage of QR codes for the consumers (Baker, 2014). These theories also provide enough business opportunities to service sector by providing quick information o customers using QR codes. There are so many cases associated with erroneous or time placement on misuse of QR codes. AR, NFC, i-Beacons, clickable paper Google goggles, or Snap Tag can be the future substitutes for QR codes that will certainly enhance operations of service sector and at the same time, also able to satisfy all needs of the customers. Snap tags are faster and can store more data than QR codes. Augment Reality (AR) overlays the entire world with content of digitalism (Waters, 2017). AR is mainly live, indirect and direct presentation of physical and real word whose elements augmented with sound, graphics, or video by the computers. Near field communication (NFC) mainly includes NFC chips and mobile devices. This helps in exchanging contact information within the two devices and easier to use. Clickable papers will help the customers to link with different links or social buttons where required information displayed as the image overlaid on the links. The swot analysis and pestle analysis tools of marketing will help the service sector to expand its business operations according to current business environment and will also successful in satisfying all needs related to quality and quantity of the products or services (Hatch and Cunliffe, 2013). The swot analysis will help service sector in analysing internal structure of business and strategies needs to improve business operations. Further, pestle analysis will analyse the external environment for service sector and will help to form strategies or develop such products that can satisfy all needs of the customers. References: Babin, B. and Zikmund, W. (2015) Exploring marketing research.USA: Cengage Learning. Baker, M. (2014) Marketing strategy and management. UK: Palgrave Macmillan. Hatch, M. and Cunliffe, A. (2013) Organization theory: modern, symbolic and postmodern perspectives.UK: Oxford university press. Higgins, L., Wolf, M. and Wolf, M. (2014) Technological change in the wine market? The role of QR codes and wine apps in consumer wine purchases. Wine Economics and Policy, 3(1), pp.19-27. Hunt, S. (2014) Marketing Theory: Foundations, Controversy, Strategy, and Resource-advantage Theory.UK: Routledge. Kim, E. and Yoon, N. (2014) Perceived QR code technological attributes in the smart shopping context. Journal of Global Fashion Marketing, 5(4), pp.297-307. Klein, M. (2014) Contribution of QR-Codes to the Marketing Mix A Case Study. Management, 4(3A), pp.1-11. Lusch, R. and Vargo, S. (2014) The service-dominant logic of marketing: Dialog, debate, and directions.UK: Routledge. Waters, J. (2017) Future alternatives to QR codes. [Online]. Available at: https://www.dummies.com/business/marketing/social-media-marketing/future-alternatives-to-qr-codes/ (Accessed: 11 April, 2017). Wirtz, J. and Lovelock, C. (2016) Services marketing: people, technology, strategy.UK: World Scientific Publishing Co Inc.