The Impact of Emotional Intelligence on Salesperson Behavior and Perceived Service Quality
Keywords:
Emotional intelligence, salesperson behavior, perceived service qualityAbstract
The purpose of the present study is to investigate the impact of emotional intelligence on salesperson behavior and perceived service quality from the customers' perspective in the clothing industry. This study is applied in terms of purpose and descriptive-survey in terms of methodology. The statistical population of the study consists of clothing salespeople, the total number of whom is unspecified. To determine the sample size, 384 individuals were considered, and the sampling method used was convenience sampling. Data collection tools included standardized questionnaires for emotional intelligence, salesperson behavior, and perceived service quality. The validity of these instruments was confirmed by experts, and their reliability was verified using Cronbach's alpha. Data analysis was conducted using SPSS software and structural equation modeling (SEM). The findings indicate that salespeople’s emotional intelligence has a positive and significant effect on their behavior in the sales environment. Furthermore, this behavior indirectly enhances the perceived service quality from the customers’ perspective. Accordingly, it is recommended that clothing store managers focus on training and developing emotional intelligence skills among their employees to create an appropriate foundation for improving sales performance and customer satisfaction.
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