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The purpose of the study is to measure customer experience and its impact on satisfaction, brand equity and word of mouth in banking sector. The study design is based on qualitative as well as quantitative research methods. About 300 questionnaires were distributed in Jammu City using area sampling. Of which, 180 (i.e. 60 %) questionnaires were found to be properly filled. Based on the study resul...... hiện toàn bộ
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