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In the current landscape of rising competition in the banking sector, enhancing service quality has become a critical strategy to improve customer value and satisfaction. With numerous financial institutions offering similar core products, the distinguishing factor increasingly lies in the quality of service provided. Marketing of financial services today emphasizes not just the features of financial products but also the overall service experience. Banks must adopt a customer-centric approach, supported by technology, staff training, and robust monitoring mechanisms, to meet and exceed customer expectations consistently. Service quality in banking is often measured using the SERVQUAL model, which focuses on five dimensions: reliability, assurance, tangibles, empathy, and responsiveness. Enhancing these dimensions directly impacts customer perceptions and satisfaction levels. Banks must align their strategies around these areas to create lasting customer relationships and promote brand loyalty. To begin with, reliability—the ability to perform promised services dependably and accurately—is fundamental. Banks can enhance reliability through automation of routine services, error-free digital platforms, and adherence to deadlines. For example, the use of core banking systems (CBS) allows customers to transact seamlessly across branches. Real-time processing of transactions and updates to account status provide customers with a sense _____ _________ _____ ____ ________ _______ ____ ______.
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