In the course of the conduction of the presented research, the elements of the reference model for mobile customer communication as a means to support relationship marketing have been applied and redefined iteratively in different contexts. The gained insights from the application of the elements in the corporate environment have been used to refine the reference model itself and extend it in order to serve the requirements as encountered in valid and authentic application environments.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
Preview
Unable to display preview. Download preview PDF.
Rights and permissions
Copyright information
© 2009 Gabler | GWV Fachverlage GmbH
About this chapter
Cite this chapter
Zeidler, C. (2009). Reference model evaluation. In: Mobile Support in Customer Loyalty Management. Gabler. https://doi.org/10.1007/978-3-8349-8301-5_6
Download citation
DOI: https://doi.org/10.1007/978-3-8349-8301-5_6
Publisher Name: Gabler
Print ISBN: 978-3-8349-1436-1
Online ISBN: 978-3-8349-8301-5
eBook Packages: Business and EconomicsBusiness and Management (R0)