Emotional Intelligence and its Effect on Customer Satisfaction: A Case Study of Iranian Automotive Industry

چکیده مقاله

Emotional intelligence is a new idea in discussions on management and organization, particularly marketing management. Despite new application of emotional intelligence in workplace, the concept is increasingly considered as an important discussion related to organizational settings. On the other hand, an essential factor of discussions related to business success and sales of firms and organizations is customer satisfaction. Customer satisfaction is usually considered as the extent of evaluation of quality or perceived value of expectations and consistency or inconsistency and or the difference between real and expected quality. The present study develops a detailed model of emotional intelligence and studies its effect on customer satisfaction. The study identifies components of emotional intelligence among workers in a workplace; finally, its total effect on customer satisfaction is studied within automotive industry. Data was gathered by interviews and questionnaires. A confirmatory factor analysis and maximum likelihood were used to determine the consistency between indices of the questionnaire and components of emotional intelligence and customer satisfaction. Linear relationships between variables were tested in terms of significance using Spearman linear correlation. Hypotheses were also tested by fitness of regression models and structural equations between components of variables. Results indicated a significant relationship between components of emotional intelligence and customer satisfaction.

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