The Role of Assurance and Empathy in Enhancing Customer Satisfaction in Jaiz Bank Plc
Abstract
Customer satisfaction remains a critical determinant of success and competitiveness in the banking sector. This study examined the role of assurance and empathy in enhancing customer satisfaction in Jaiz Bank Plc, Yola, Adamawa State, Nigeria. Utilizing a descriptive survey design, data were collected through structured questionnaires administered to 317 customers of the bank. The analysis revealed that both assurance and empathy significantly impact customer satisfaction. Assurance, characterized by staff honesty, competence, and customer confidence, showed a notable influence on how clients perceive service quality. Empathy, which encompasses personalized attention and convenient services, also demonstrated a positive but slightly lower impact. These findings align with the SERVQUAL model and reinforce the necessity for Islamic banks to build trust and demonstrate care in their service delivery. The study concludes by recommending enhanced staff training in interpersonal skills, a stronger emphasis on individualized service, and extended banking hours to further boost customer satisfaction. This research provides valuable insights for service improvement in Jaiz Bank and similar financial institutions operating in Nigeria.
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