The Departure of Complexities and Arrival of Success: Multi-Case Research Study of QR Code Adoption in the Gasoline Station Industry during the Economic Crisis

Abstract

In recent years, digital transformation has been a key focus for many organizations as they seek to remain competitive and efficient in an increasingly digital world. Thus, the economic crisis conveyed by the COVID-19 pandemic has created a new urgency for companies to adopt digital transformation strategies to mitigate the complexities. The study aimed to explore the success of a digital transformation story amidst an economic crisis. The researchers employ a qualitative multiple-case study approach and lean on the Technology Acceptance Model (TAM). The sample cases include both large-scale and medium-scale firms and as a main method of data collection ten interviews were conducted. Our findings revealed that the implementation of the QR (Quick Response) code system was driven by the complexities in fuel shortage that arose due to the economic crisis. It is further depicted that the successful execution of the Quick Response (QR) code system is driven by young employees and their cross-functional teams. Resistance to change is the common barrier observed among employees and the general public which is first reduced and then eliminated with effective communication and employee training. Thereby showing how digital transformation plays the role of economic resilience. This shed light on the best practices for other organizations to embark on their digital transformation journeys even in the face of economic crises. Accordingly. This study can be considered the first that study the success story of technology adoption in a developing country during an economic crisis. It offers a learning opportunity to practitioners on how complexities could be mitigated through technological advancements while alerting managers to practical challenges.