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Applying an eMASS Customization Program as a Research Tool to Evaluate Consumer Benefits
Published on: September 27, 2019
Olga Vl Bitkina1, Jaehyun Park1, Hyun K Kim2
1Department of Industrial and Management Engineering, Incheon National University (INU), Academy-ro 119, Incheon 22012, Korea.
This study developed a model to assess how customer perceptions of banking services influence their experience. Findings help enhance trust and loyalty in traditional, online, and mobile banking channels.
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