Strategizing the Customer Relationship in the Independent Bookstore Network: A Case of Small Small Bookshop in Taiwan

Abstract

Mainly driven by globalization and digitalization, book publishing is undergoing a profound digital transformation today. The popularity of e-books, digital reading and online bookstores tremendously changes our reading and consumption habits, exerting great impacts on brick and mortar bookstores, especially the small independent bookstores. In addition to the challenges from digitalization, independent bookstores in Taiwan confront with the price competition from large chain bookstores, also suffer from the internal business pressures. While in recent years, we are pleased to hear many voices from them. Some of them change the business model, adjust the business direction, and some make joint effort to establish independent bookstore alliances. So far, there are more than one hundred independent bookstores in Taiwan, providing real experience space for interpersonal interaction, knowledge sharing and cultural exchange, breeding a unique independent bookstore culture. Today many independent bookstores attach great importance to the connection with people, community and other partners in the same or different industries. No independent bookstores should be independent, and the spirit of partnership is needed to be re-examined. This research takes one representative independent bookstore in Taiwan, the Small Small Bookshop, as a case, aiming to explore the customer relationship in the independent bookstore network. By using participatory observation and in-depth interview, the bookstore business network and its relations with customers are discussed and examined, which presents an example for the operation of independent bookstores today.