申論題

III. Essay Questions (20 points)
Relationship quality arises from theory and research in relationship marketing. The ultimate goal is to strengthen already strong relationships and convert indifferent customers into loyal ones. The concept of relationship quality includes customer satisfaction, trust, and commitment. Relationship quality is widely recognized as both a key to developing loyal customers and an important predictor of customer post-purchase behavior.

Discuss how to enhance relationship quality by service employees and service firms.

(Note: In developing your answer, be sure to give a rationale as to why the concepts and theories are the most relevant and appropriate for the situation described.)