Emotional Intelligence Influence on Relationship Marketing
Document Type : مروری
Abstract
Nour Mohammad Yaghoubi*, Arghavan Valizadeh Ardalan**[1] Abstract The aim of this study is to demonstrate the relationship between Emotional Intelligence and Relationship Marketing (based on the Emotional Intelligence Model of Bradberry and Greav[2]es) in the branches of Ansar private bank located in Mashhad city. The research method is a 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 Bennet’s standard questionnaire of relationship marketing. The reliability of this questionnaire using Cronbach’s alpha for the Emotional intelligence questionnaire was 0.90 and for relationship marketing questionnaire was 0.816. Data analysis was performed at 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: Emotional Intelligence; Relationship Marketing.*Associatie Professor, University of Sistan an Baluchestan.** MA student, University of Sistan an Baluchestan (Corresponding Author).Email:ava1285@yahoo.com
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