Titlebook: Services Marketing Cases in Emerging Markets; An Asian Perspective Sanjit Kumar Roy,Dilip S. Mutum,Bang Nguyen Textbook 2017 Springer Inter

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Case Study 8: iGaranti: Expanding the Frontiers of Mobile Banking Innovationuser base of 110 k. However, the spread of its reach was only about 2 % of the active mobile banking users in the market. Mr. Yılmaz worried about the bottlenecks that had limited further user acceptance and engagement.

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https://doi.org/10.1007/978-3-319-32970-3Case studies; Emerging markets; International services marketing; Service branding; Service management; S

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