The effect of emotional intelligence on customer relationship management

The retail sector differs from other sectors due to its characteristics such as being a labor-intensive sector, long and tiring working hours and one-to-one communication with the consumer. Positive or negative experiences in the process of product and service delivery to the customer are extremely important on customer satisfaction perception and therefore on the customer relationship management process. In this communication process, the effect of emotions should not be ignored. In this direction, the main purpose of the study is to examine the effect of emotional intelligence competencies on customer relationship management. The study was conducted with 197 participants working in the retail sector in Kastamonu province. The data of the study were obtained by questionnaire method and IBM SPSS 23 program was used for data analysis. The relationship between emotional intelligence scale and customer relationship management scale and its sub-dimensions was investigated. According to the results of the research, a moderate positive and significant relationship was found between the emotional intelligence levels of employees and customer relationship management. As a result of the regression analysis, it was determined that employees' emotional intelligence levels have a significant effect on customer relationship management.