Analysis of current ŠKODA AUTO loyalty incentives and insights for a future loyalty strategy

This thesis gives insights into the current customer loyalty incentives and activities of ŠKODA AUTO in the Czech Republic. Hereby, the current situation is being analyzed and compared to other players in the market. Additionally, features and characteristics necessary for a future possible loyalty strategy are analyzed. To be able to navigate through the complexity of the topic and to develop a basis for the practical research the theoretical parts reviews the most important aspects of customer satisfaction and loyalty strategies. The practical part consists of three main research question which were, to be able to accurate tackle them, where analyzed through face-to-face interviews, a conducted design-thinking workshop, a focus group and last a tailored questionnaire handed to a selected amount of people. All results are summarized in and explained in the end of the thesis before providing an overall conclusion as well as recommendation for future steps.