The research presented in this thesis has led to the development of a reference model for the employment of mobile features in the context of relationship marketing and loyalty schemes. The reference model has been constructed based on the requirements derived from the theoretical foundations of relationship marketing, the current tools used in loyalty schemes and from the conception and implementation of the model within three case studies.
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© 2009 Gabler | GWV Fachverlage GmbH
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Zeidler, C. (2009). Results and recommendations. In: Mobile Support in Customer Loyalty Management. Gabler. https://doi.org/10.1007/978-3-8349-8301-5_7
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DOI: https://doi.org/10.1007/978-3-8349-8301-5_7
Publisher Name: Gabler
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Online ISBN: 978-3-8349-8301-5
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