Abstract
MÜŞTERİ MEMNUNİYETİNE GİDEN YOLDA DUYGUSAL ZEKANIN MÜŞTERİ ODAKLILIK ÜZERİNDEKİ ROLÜ
In today’s increasing competition, it has become more critical for businesses to retain their customers and increase their loyalty. Therefore, the business should carry out its activities in a customer-centred manner. To be successful in this customer-oriented approach, employees must do their job with this perspective. It is seen that employees in the customer-oriented approach need emotional intelligence (EI) and cognitive intelligence to show superior performance. In this context, the study aims to determine the effect of emotional intelligence on employees’ customer orientation. While emotional intelligence was measured with a four-dimensional scale, customer orientation was measured using a one-dimensional scale. The data were obtained from 241 employees working in a call centre by questionnaire method. According to the results, it was seen that except for the self-emotional appraisal [SEA] dimension, the other three dimensions of emotional intelligence (others’ emotional appraisal [OEA], regulation of emotion [ROE], and, use of emotion [UOE]) have a significant and positive effect on customer orientation.
Keywords
Emotional intelligence, WLEIS, customer orientation, call center employees
