How the actual fuck am I supposed to raise friendship in this game? I caught a Riolu and gave it a Soothe Bell and shit and have been battling and leveling like mad but it still won't evolve (yes it's day time).

What I especially don't understand is that when I go to the happiness checker, all it says for it is:
>Seems like you're pretty good friends! Still, I bet you could become even closer!
Which is the exact same fucking thing he said for my Morgrem that I have had since it was fucking level 1 (now 32). Is there a massage parlor or anything in this game to help me out?