The Impact of Dual QR Code and Augmented Reality in Interactive Application as a Digital Marketing Tool on Customer Satisfaction of Quality for the Toy Museum in Thailand

Abstract

The Toy Museum has a vital purpose to create happiness for the public and as well as to spread valuable knowledge on the history of toys. Thus, it is extremely important to ensure a modern, good quality and interactive model that would satisfy and attract customers. This research is focused on utilizing the Dual QR Code as a means of a marketing communication tool called the digital marketing tool. This research is a combination of experimental and quantitative research. The purpose is to improve upon a digital marketing tool (QR Code) in order for it to be more interactive and entertaining. By conducting experiments in the Toy museum of the private sector, located in Thailand, the population used in this study was 10,000 visitors in 2019-January 2020. The sample group is the 400 users who used the newer version of the application for the first time at the Toy Museum.  In this research, the tools used were the interactive application itself acting as the digital marketing tool (Dual QR code and AR) and questionnaires in it, which is how the data was collected. The measurement of customer satisfaction in terms of the quality of the application were descriptive statistics, consisting of the mean, standard deviation and as well as hypothesis testing for two-sample means to identify the difference in customer satisfaction between the old and new version of the application. The result found from this research was that there has been a significant (P value < 0.001) improvement in customer’s satisfaction on the quality of the new tool. Hence, the digital marketing tool presented can be effectively used to attract more visitors and may be applicable to other types of museums.