By Joey Garcia, University Communications and Marketing
Older adults and technology haven鈥檛 always had the smoothest relationship. From learning to use email to operating smartphones, each new wave has brought fresh challenges and frustrations. Now, mastering QR codes is the latest hurdle. USF research shows that when these interactions are difficult, customer satisfaction and loyalty can suffer.
Since COVID-19, there鈥檚 been a dramatic rise in the use of QR codes, particularly
in hospitality settings such as restaurants. This shift has been especially challenging
for older adults. Diving into this topic is USF Assistant Professor Luana Nanu. Her
research, published in the Journal of Hospitality and Tourism Insights, raises awareness
of how a key hospitality demographic feels when challenged by poorly designed QR codes.
USF Assistant Professor Luana Nanu
鈥淪enior travelers hold a large amount of spending power, making them key demographics
for travel and leisure,鈥 Nanu said. 鈥淭his research aims to understand if the frustration
older adults face with QR codes is enough to make them not want to return to a business.鈥
THE COST OF NEGATIVE TECH EXPERIENCES
Nanu and her team at the USF School of Hospitality and Sport Management first conducted 15鈥憁inute semi鈥憇tructured interviews with adults ages 60 to 82 .
The research cohort aimed to explore seniors' experiences when interacting with QR
codes by asking open鈥慹nded questions that ranged from ease of use of QR codes to emotional
reactions and desired improvements.
Participants had mixed experiences with the technology. Some spoke about their struggles
to scan QR codes due to glare, poor placement or small font sizes, which demanded
more mental effort and often led to frustration and anger. In contrast, seniors who
reported positive experiences with well鈥慸esigned QR codes cited a smooth interaction,
greater satisfaction and a stronger desire to return to those businesses.
鈥淭hese interviews show that anger mediates between poor QR code usability and outcomes related to satisfaction and loyalty. Frustrated older adults often choose not to return to that hotel or restaurant, which can lead to real business consequences. Several participants also reported feeling useless, further diminishing their overall hospitality experience.鈥
USF Assistant Professor Luana Nanu
WHY ACCESSIBLE TECH MATTERS
For the second part of the study, Nanu and her team tested whether the experiences
identified in the interviews applied to a larger population of older adults. They
surveyed hundreds of participants ages 60 and over using an online questionnaire.
Participants were asked to imagine themselves in a hospitality scenario while interacting
with a digital QR code. Theythen responded to standardized measures assessing ease
of use, emotional response, satisfaction and loyalty.
The study used a QR layout designed for all ages, emphasizing size and legibility for ease of use
When scanned successfully, the study participants were able to access a resort activity menu
鈥淭he survey showed that easy鈥憈o鈥憉se QR codes reduce cognitive load and frustration,鈥
Nanu said. 鈥淭hose positive experiences, in turn, play a critical role in driving satisfaction
and customer loyalty.鈥
Nanu believes this type of research will become increasingly important as older adults
interact with even newer technologies, including artificial intelligence. While older
adults can take advantage of courses and available resources to become more technologically
confident, she emphasized that responsibility also lies with businesses.
鈥淭here is always room for improvement when incorporating new technology,鈥 Nanu said. 鈥淧rinted materials should not disappear from hospitality settings, as many people still prefer a tactile experience. Businesses need to be mindful of age and even disability of their clients. If not, they can risk alienating loyal customers with significant buying power.鈥