Improvement of the Loyalty Programme of Robert Bosch LLC on the Automotive Aftermarket

Student: Merzlikina Mariia

Supervisor: Daria Wijler

Educational Programme: Management (Bachelor)

Year of Graduation: 2018

Abstract This paper represents a case of a large international company. The purpose is to develop recommendations for improving the eXtra loyalty programme of Robert Bosch LLC, therefore it consists of three main parts. The first part studies the theoretical aspects of the loyalty programme, as a tool for developing consumer loyalty. In the second part includes an analysis of the automotive aftermarket and the competitive position of the company, and the third part contains a study of the eXtra loyalty programme. In this paper used such analytical methods as: analysis and systematization of scientific literature, publications in the media and internal documents of Robert Bosch LLC, comparative analysis of the company's activities, descriptive analysis of internal statistics, as well as qualitative and quantitative methods such as expert interview and questionnaires of eXtra participants. The set of methods used allows to obtain a sufficient amount of information to fulfill the goal set in the work.

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