Maintaining B2B relationships with existing customers in the context of digital distribution

Abstract

Books are good teaching resources for pupils. Nowadays there are mainly physical books. Due to the digitalisation also teaching resources will be digitalised in the future. For this reason, Swiss publishers want to offer digital teaching resources to the Swiss Schools. For distribution, they want to use digital distribution, but they don’t know if this approach could affect their existing B2B customer relationship with Swiss schoos. This study researches the retention of customers (B2B relationship) while using digital distribution in the teaching resources market in Switzerland. The objective of this master thesis is to create a conceptual model which helps publishers to maintain existing customer relationships (retention of customers) with the use of digital distribution of teaching resources to Swiss schools. A thesis statement and several research questions are raised to achieve the objective.