AbstractObjectives: This research aims to implement an emotional marketing model with emotional approach in order to reach to a good governance. The case study was done on customers of Bank Sepah in northern zone of Tehran.Methodology: The research is practical survey and the statistical population consists of 10 experts in a decision team exploring indicators and variables by targeted non-random and snow bullet methods.Results: The research is calibrated into 51 indicators totally classified in 11 components and 3 dimensions. The components are Understanding Emotions, Quality of Emotional Relations, Reaction to Emotions, Motivations, Capitalization, Instruction, Communication, Information, Social Skills, Value Creation and Participatory Strategy.Conclusion: Three main dimensions of Emotional Performance, Emotional Self-Effectiveness and Emotional Participatory must be considered in reaching the model for implementing emotional marketing with emotional approach in order to come off good governance by the case study of Bank Sepah customers in north of Tehran.
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