Uloga digitalizacije u transformaciji automobilske industrije

professional thesis

• Title (english): The role of digitization in the transformation of the automobile industry
• Author: Domagoj Stančerić
• Mentor: Mario Spremić (mentor)
• Committee member: Božidar Jaković (predsjednik povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2025-01-13, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics

Abstract

Ovaj rad istražuje ulogu digitalizacije u transformaciji automobilske industrije, s fokusom na postprodajne usluge. Cilj je analizirati utjecaj digitalnih tehnologija na različite segmente vrijednosnog lanca, s dodatnim naglaskom na programe vjernosti. Koristeći kvalitativnu metodu dubinskih intervjua s domaćim i stranim predstavnicima Volkswagen koncerna, studija otkriva značajna poboljšanja u operativnoj efikasnosti, korisničkom iskustvu i lojalnosti kupaca. Rezultati pokazuju povećanje produktivnosti osoblja za 30%, rast Net Promoter Score-a za 22 boda i povećanje stope zadržavanja kupaca za 18%. Istraživanje zaključuje da je digitalna transformacija ključna za konkurentnost u automobilskoj industriji, ali zahtijeva pažljivo planiranje i upravljanje izazovima.

Abstract (english)

The thesis explores the role of digitalization in transforming the automotive industry, with a focus on after-sales services. The aim is to analyze the impact of digital technologies on various segments of the value chain, with particular emphasis on loyalty programs. Using qualitative methods through in-depth interviews with domestic and foreign representatives of the Volkswagen Group, the study reveals significant improvements in operational efficiency, customer experience, and customer loyalty. The results show a 30% increase in staff productivity, a 22-point rise in the Net Promoter Score, and an 18% increase in customer retention rates. The research concludes that digital transformation is crucial for competitiveness in the automotive industry, but it requires careful planning and management of challenges.

• Keywords: automobilska industrija; digitalna transformacija; postprodajne usluge; program vjernosti; Volkswagen; korisničko iskustvo; operativna efikasnost
• Keywords (english): automotive industry; digital transformation; after-sales services; loyalty program; Volkswagen; customer experience; operational efficiency
• Language: croatian
• URN:NBN: urn:nbn:hr:148:266879
• Study programme: Title: Information management; Study programme type: university; Study level: postgraduate specialist; Academic / professional title: sveučilišni/a specijalist/specijalistica informatičkog menadžmenta (sveučilišni/a specijalist/specijalistica informatičkog menadžmenta)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2025-02-03 14:48:50