War of attrition in polish video-games printing press: Customer retention to survive printing press in the age of digital communication technologies

Abstract

This chapter is a case study that narrates the story of how PSX Extreme, a video game magazine with a legacy in the video game market of Poland, faced with dramatic changes in printing press market. By digitalization, the printing press entered to decline phase under pressure of internet and social media. Payn model used as a theoretical model, that involved three theories of customer satisfaction, co-creation and customer relationship management (CRM). By two surveys and three interviews with practitioners of this market in Poland, it concluded that PSX Extreme must follow a new strategy of co-creation to deliver value to its target customers.