Exploring the role of emotional intelligence in marketing exchanges: A South-Asian perspective

International Conference on Social Media, SEO and Marketing Strategies

November 03-04, 2015 Valencia, Spain

Arslan RafI

Preston University, Pakistan

Posters-Accepted Abstracts: J Account Mark

Abstract :

The objective of this study is to find out factors, which enhance salespersons� ability to influence purchase decisions of customers. Furthermore, it also aims at identifying the impact of Emotional Intelligence, Customer Orientation, Adaptive Selling and Manifest Influence on sales performance. This study was conducted in Telecom sector of Pakistan where data was collected from a sample of sales representatives. Before conducting final survey, a pilot test was incorporated in order to check questionnaire validity and reliability. Total of 600 questionnaires were distributed to target sample from which 436 was useable for data analysis. Study reveals that emotionally sound salespersons are successful to identify customer needs and alter their emotions, accurately evaluate customers� emotions are more likely to perform better in different perspectives. Theoretical implications, Evaluating salespersons abilities and capabilities only in Telecom sector may result as generalisability. There are valid chances might occurred that the salespersons belongs to other industries might answer differently to research questionnaire. Therefore, this theoretical framework should be tested in other industries as well. This research study has multiple managerial implications, mainly related to marketing and sales department. First, sales executives should consider customer orientation essential to be part of their sales and marketing teams. For sales executives to improve the performance of their respective departments, they required to keen about the role of customer orientation in creating departmental innovativeness. Through improving customer focus, executives can support their team members to come up with unique and divers ideas, which might result as in minimizing conflicts among team members.

Biography :

Email: arslanrafi87@gmail.com