Assurance reflects the capacity to inspire confidence and trust through knowledge and courtesy of the service providers (Parasuraman, Zeithaml and Berry, 1988, pg 23). Customers expect nothing less than safety transactions devoid of misguided information. Otherwise, this attribute alone can result into massive loss of customers due to the inability to match words with actions.

The final attribute to service quality is empathy, which involves individualized attention given to customers (Parasuraman, Zeithaml and Berry, 1988, pg 24). Winning the customers approval demands responses with a personal touch. Success in business organizations depends to a larger extent on the attention given to clients.

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