Riassunto analitico
In this thesis I would like to discuss B2B relations and specifically in the field of Aftersales. The decisive factor of this choice was my internship experience at Bosch Rexroth Oil Control S.p.A., within the Service department. From this opportunity, I was able to observe how relations between companies are complex, especially when they arise between large industrial entities. Within a multinational group as Bosch Rexroth, it is possible to observe how all stages of the relationship with customers are specifically managed (and this obviously includes aftersales). Nowadays, Service has assumed an important role in business customer relations, as they are no longer only looking for a supplier who offers the most suitable product for their needs, but also for a company capable of optimally managing the post-purchase phase. As a result, they no longer compete only on products but also on accessory services, with a view to differentiating themselves from their competitors. A multinational company like Bosch cares about its customers in all the businesses in which it operates, and for each one, it aims to offer a service with high standards. In the case of Oil Control, this translates above all into the optimal management of products that are deemed “non-conform” from a technical point of view: the analysis of these defective products can benefit both customers and the company itself.
There are two research questions I have developed. The first one analyses the process of handling products sold to customers deemed non-compliant, which are analysed by Oil Control. For a clearer work, the research question has been divided into two specific questions. The first one aims to “identify and represent the management process of non-compliant products from customers returning to the company for analysis”. The second one aims to “detect the relevant KPIs monitored during the process”. The second research question is to identify the common variables present in the periodic evaluations made by customers towards Oil Control as a supplier. The target is to create a standard evaluation model that allows companies to identify their own quality-related performance in their relations with their customers.
The articulation of the thesis is described as follows. The first theoretical chapter presents the B2B context, identifying it as the general environment in which Oil Control operates, highlighting both the Service activity within the “Value Chain model” of M. Porter (1985) and the characteristics and benefits of effective relations with B2B customers. The second theory chapter discuss the conceptualisation of After-sales and its role and activities. In the third chapter of theory, the After-sales theme is connected with the theme of Quality, the subject of analysis of non-conforming products in the Oil Control case study. The term “Quality” is defined in the course of time by the literature. The same is made for the term “Non-conformity” product, also delving into the management of the same.
In the fourth chapter, the two research questions are formulated. The fifth chapter deals with the methodology of the work performed. A presentation of the company is made here, showing the industry, the Bosch Rexroth Group and the history of Oil Control together with the range and application of its products. Next, the two organisational units involved in the process under analysis are presented. The chapter ends with the “data collection” section, presenting the software used and the documents and files that were observed.
The thesis ends with the chapters on Results, Discussion and Conclusions. In the first one, the results from the case study analysis are presented, structured according to the two research questions, concluding with a short section explaining how non-conformity management can lead to effective after-sales service for Oil Control. The Discussion of Results chapter is also structured following [CONTINUA]
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