| Summary: | 碩士 === 國立成功大學 === 會計學系碩博士班 === 90 === Abstract of thesis
With the advent of E-commerce and the advance of information technology, online transaction security and reliable customer service became the key to win customers’ hearts to achieve business success, particularly when Consumer Relationship Management is of increasing importance in the highly competitively market today. Chain-Store has become a driving force for Taiwanese business. This signifies the rich value-generating capability with strong national network systems that enjoys a competitive edge for the booming e-commerce. The heightened security feature and multitasking characteristic of the smart card make it a valuable tool for various industries and creates infinite market opportunities for the future. This objective of this paper is to investigate the applicability of smart cards to the chain store business through a real-life case study of the introduction of the smart card. This study proposes to explore various strategies of applying smart cards in today’s market environment and the potential difficulties of its application.
Smart cards have enjoyed a steady growth in global market, with higher penetration and prevalence for everyday use. Asian market for smart cards has developed greatly, in particular with the success of Octopus Card in Hong Kong. In addition, the chain store industries have adopted smart cards for better efficiency of consumer relationship management, with online service to integrate the expanding service market. Smart cards are beneficial not only because they are a powerful strategic tool for customer relationship management, but also due to their supplementary values based on the high-tech feature that can enhance the characteristics of chain store industries, service and convenience-oriented. This competitive edge of smart cards allow marketers to lower the cost, increase communication efficiency with customers and thus generate more profits.
The key concern for smart cards application is it’s cost effective. The relatively high cost of importation of information technology needs to be evaluated to meet the budget. Although smart cards are powerful tools for e-commerce, customer relationship management, and mobile communication, there exist several roadblocks including issues of establishment and maintenance of information system, governmental regulations, suppliers’ capability and general consumers’ acceptance toward smart cards. Holding an optimistic perspective, careful evaluations for diffusion of innovation of smart cards will be presented in this study.
This main interest of this study is analyzing the emergence of smart cards and its application in chain store industries in Taiwan. With real-life case studies, we are able to explore the current development stage and application situation of smart cards. With the background analysis of smart cards history, further analysis of the strategic mentality of chain store businesses, the process of physical trading of smart cards, issues of cost concerns and the potential difficulties of applying smart cards are discussed. This study concludes with suggestions for future research.
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