Role of emotional intelligence on Behavioral Intentions of Customers in Stores

Subject Areas : marketing

mohammad Hassanzadeh ¹ , Mohammad Haghighi ² , Ali Salehi ³

1 - student of master
2 - Associate of professor of Tehran university
3 - department of management of Tehran university

Received: 2022-08-17 Accepted : 2022-11-08 Published : 2022-11-22

Keywords: "Emotional Intelligence", "Customers", "Behavioral intentions", "Stores", "Ofogh Korosh",

Abstract :

The aim of this study was to investigate the role of emotional intelligence on Behavioral Intentions of Customers in Stores.The research method was descriptive-correlation and statistical population consisted of all Customers in Stores.Based on kerjesi and morgan table 376 individual were selected by nonrandom sampling. For data collection, Bar-On’s emotional intelligence questionnaire and. Xie & Heung’s Behavioral Intentions of Customers questionnaire were used to analyze the data; also, Pearson correlation coefficient and linear regression were used. The findings show that emotional intelligence have role on increasing behavioral intentions of customers of subjects. In other words, emotional intelligence has a significant influence on behavioral intentions of customers. Emotional intelligence (EI) is a relatively nascent construct that has attracted considerable interest in both the empirical and popular management literature. There are a number of competing definitions of emotional intelligence .Emotional intelligence is the ability to monitor one’s own, and others’ feelings and emotions, to discriminate among them and to use this information to guide one’s thoughts, actions, and to promote emotional and intellectual growth

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