Introducing a Smart Card-system as a means of getting loyal customer for Amica Restaurants 1999 (English)Independent thesis Basic level (degree of Bachelor)Student thesis

Abstract [en]

We have in this dissertation tried to answer the question how Amica Restaurants Ltd (further called Amica) could introduce a Smart Card-system as a means of getting loyal customers. The results we have maid are as following; Amica is a company in the personnel restaurants business. It is one out of three parts of the Fazer Group in Finland. Amicas personal restaurants business can be divided in to three segments, personnel restaurants in companies, which is the biggest company in this industry, operating in Finland today with a turnover of 950 million FIM, in 1997. There are three main advantages with loyal customers. Firstly, loyal customers are a competitive advantage for the company. Secondly, loyal customers work as marketers for the company, since they speak about their experiences to people they know, who are potential customers. This is also a way of saving promotion money. The third main advantage is that loyal customers give the company a good image of having satisfied customers, since they would not be loyal if they were dissatisfied with the service. Our study is also dealing with the theory about smart cards. The smart card is a rather new innovation, first invented in France during the 80’s. The card started out as a phone card, which is still the most common use for smart card. A pioneer project is started since the beginning of January 1998, in the HYY-Yhtymä. This system is provided by a company called Setec, which is one of the main manufacturers of smart cards in Finland today. Another company is Automatia. Together with these two companies, our study is also based on the HYY-Yhtymä and Amica. We have in the study found out, that Amica has a lot to gain with a Smart Card-system. It seems to be a perfect way for Amica to get loyal customers, and it also gives the company new possibilities of communication with their consumers, something that they have not had before. We have also found out, that opinions differ concerning what kind of system Amica should have. Amica wants a so called closed system, which means that the card should be able to use in Amica outlets only, while Automatia thinks that closed systems are the way out of the market. Automatia also claims that the costs of the closed system will have high introduction costs, and that some of the main goals of the Smart Card-system will be lost if introcuding a closed one. The benefits with a Smart Card-system for Amica are expected tp give better service to the customers, based on; quicker service, shorter queues, easier paying procedures, possible customer comminications, database over customer needs and eating habits, interest free loans in personnel restaurants, and finally a possibility of close bonds to the customer company through shared usage of the Smart Card-system.

Place, publisher, year, edition, pages

1999.

Identifiers

URN: urn:nbn:se:hh:diva-8561Local ID: U2623OAI: oai:DiVA.org:hh-8561DiVA, id: diva2:363647

Uppsok

Social and Behavioural Science, Law

Note

Denna uppsats kan beställas från arkivet / This paper can be ordered from the archive. Kontakta / Contact: arkivet@hh.seAvailable from: 2010-11-09 Created: 2010-11-09Bibliographically approved

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