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Jurnal

JOURNAL OF MARKETING ANNIVERSARY

Keyword

emotion, emotional intelligence, marketing exchange, cognitive ability, sales performance

Pengarang

  1. Blair Kidwell
  2. David M. Hardest
  3. Brian R. Murtha
  4. Shibin Sheng

    Subject

    MARKETING

    [Abstrak]

    This
    research examines how sales professionals use emotions in marketing exchanges
    to facilitate positive outcomes for their firms, themselves, and their
    customers. The authors conduct three field studies to examine the impact of
    emotional intelligence (EI) in marketing exchanges on sales performance and
    customer relationships. They find that EI is positively related to performance
    of real estate and insurance agents, even when controlling for the effects of
    domain-general EI, self-report EI, cognitive ability, and several control
    variables. Sales professionals with higher EI are not only superior revenue
    generators but also better at retaining customers. In addition, the authors
    demonstrate that EI interacts with key marketing exchange variables—customer
    orientation and manifest influence—to heighten performance such that high-EI
    salespeople more effectively employ customer-oriented
     selling
    and influence customer decisions. Finally, the results indicate a complementary
    relationship between EI and cognitive ability in that EI positively influences
    performance at higher levels of cognitive ability. These findings have
    implications for improving interactions between buyers and sellers and for
    employee selection and training.

    Periode

    Vol 75, Nomor 1, Tahun 2011

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