Emotional Intelligence Influence on Relationship Marketing
Author(s):
Article Type:
Research/Original Article (دارای رتبه معتبر)
Abstract:
The aim of this study is demonstrate the relationship between Emotional Intelligence and Relationship Marketing (based on the Emotional Intelligence Model of Bradberry and Greaves) in the branches of Ansar private bank located in Mashhad city. The research method is descriptive and correlation type. The sample of research consists of 152 of 250 employees of this bank. Data collection tools included a questionnaire of emotional intelligence Bradberry and Greaves and a Rojer Bennets standard questionnaire of relationship marketing. Reliability of this questionnaire using Cronbachs alpha for Emotional intelligence questionnaire was 0.90 and for relationship marketing questionnaire was 0.816. Data analysis was performed as two levels of inference and descriptive statistics using SPSS and LISREL software. Findings show that there are positive relationship between emotional intelligence and relationship marketing and there is positive relationship between elements of emotional intelligence and relationship marketing style. It means that however the emotional intelligence and its elements become higher; the tendency of employees to relationship marketing style is higher too.
Keywords:
Language:
Persian
Published:
Journal of Business Management, Volume:14 Issue: 2, 2015
Pages:
161 to 178
https://magiran.com/p1827717
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