Hi,
I'm not a 3ds max user but I had similar problem with blender. Texture applied but still appeared silvery-shiny. I think it was exporter problem and material/texture naming problem inside blender.
I fixed the by giving correct material/texture name in blender and upgraded my exporter. Perhaps, you can check your material naming/directory of your object under material window? and see if it points to the correct material directory?
Regards,
Iwan
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