Abstract Department Stores are highly interpersonal communicated in the service industry. Products and services should be delivered through the service employees. In the process of interaction with customers , service employees could deliver the expertise of products and services , discover what is customers need , offer them appropriate services and then build the long term relationship with them. So service employees play very important roles in building long term relationship with customers. In reviewing literatures about relationship marketing and purchase intension, previous researches use¡urelationship quality¡vas the mediator mostly to discuss the relationship between relationship marketing and purchase intension, or In the surveys of this study, this research study wants to find how service employees expressions affecting the customers perceived relationship benefits and reach the purposes as below: 1.Discussing the salespersons¡¦ expertise could positive affect the customers perceived relationship benefits. 2.Discussing the interpersonal communication between service sales and customers could positive affect purchase intension. 3.Discussing the customers perceived relationship benefits could positive affect purchase intension. 4.Discussing if relationship benefits play as the mediator between interpersonal communication ¡Bsalespersons¡¦ expertise and purchase intension. Structural Equation Modeling is used in this research. The followings are four points of conclusions¡G 1.Salesperson¡¦s expertise positive affect the confidence benefit and social benefit. 2.Interpersonal communication between service employees and customers positive affect confidence benefit¡Bsocial benefit and special treatment benefit. 3.Confidence benefit and social benefit positive affect customer¡¦s purchasing intension. 4.Confidence benefit¡Bsocial benefit are mediators between interpersonal communication¡Bsalespersons expertise and customers purchasing intension. The conclusions of this research could offer department stores to develop appropriate customer relationship strategies and have great improvement in their business.

Den här studien demonstrerar vilka effekter en säljares kompetens, serviceprestation och etiska beteende har på relationskvaliteten till kunder inom fastighetsmäklarbranschen, samt vilka effekter ett företagets rykte och prestation har på relationskvaliteten till kunder i fastighetsmäklarbranschen. Undersökningen genomförs för att få en förståelse för hur relationerna fördelar sig på företagen och försäljarna. Med en kvalitativ metod har undersökningen gjorts i form av intervjuer, med tio stycken kunder som har sålt deras bostäder inom de senaste två åren. Resultatet visade att kunderna har starkare relation till fastighetsmäklarna än till företagen. De flesta kunderna har inte upplevt någon relation alls till företagen, när kunderna står inför att sälja sin bostad, väljer de oftast fastighetsmäklaren oberoende av vilket företag dessa arbetar för. Den starkaste komponenten för att stärka relationskvaliteten till kunderna har visat sig vara säljarens serviceprestation. / This study demonstrates the effects of salesperson expertise, service performance and ethical behavior on relationship quality to customers in the real estate brokerage industry, and the impact corporate reputation and corporate performance have on relationship quality to customers in the real estate brokerage industry. The survey was conducted to gain an understanding of how relationships are divided into companies and salespersons. With a qualitative approach, the examination has been made by interviewing ten customers who have sold their properties within the last two years. The results showed that customers have stronger relationship with the real estate agents than with the companies. Most customers have not experienced any relation at all to the company, when the customers face to sell their properties, they usually choose the real estate agent regardless of which company they work for. The strongest component to enhance the relationship quality to customers has proven to be the seller's service performance.