In addition, service firms that train and develop their employees to be knowledgeable
and courteous will be able to communicate assurance and empathy to their customers.
For example, employees can be trained in the relationship quality approach
that enhances assurance and empathy. Zeithaml et al. (1992) highlight that training
courses that focus on relationship quality can center on interpersonal skills, such as
eliciting disclosure from customers, sharing information reciprocally, improving communication,
exhibiting cooperation, and soliciting feedback. Service providers can
also be trained in emotional intelligence, hence increasing empathy. Garavan et al.
(2008) stress that a central aspect in the customer–employee relationship relates to the
expression of emotions, and the quality of the service interaction will define the success.
In turn, service providers who receive T&D on these interpersonal skills will be
more likely to deliver services high on assurance and empathy.