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Sensivity to Marketing and the Importance of Emotional Intelligence in Small and Medium-sized Service Firms

Year: 2014

Type: article

Abstract: This paper examines how the perceived sensitivity of customers to marketing policies affects the importance placed on emotion management.The results of the structural equations modelling of data collected from managers of 128 small and medium-sized service firms suggest that the importance placed on the perception of emotion grows in accordance with an increase in the perceived market sensitivity to advertising.The hypotheses concerning the influence of consumer price sensitivity on the importance of dealing with emotions in service firms were not confirmed.

Source: Prace Naukowe Uniwersytetu Ekonomicznego we Wrocławiu

Authors: Ana Suárez Vázquez, Víctor Iglesias Argüelles, Juan Trespalacios-Gutiérrez

Institution: Universidad de Oviedo

Language: English

Topic: Customer Service Quality and Loyalty

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: green

OpenAlex ID: W1200603646

FWCI:

Cites: 47

Cited by:

Related to: 10