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From Transactions to Relationships: The Role of Emotional Intelligence in Customer Engagement
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Author(s): Ridhima Sharma (Vivekananda Institute of Professional Studies-TC, India), Vaishali Sethi (University Canada West, Canada)and Jihene Mrabet (Amity University, Dubai, UAE)
Copyright: 2025
Pages: 18
Source title:
Demystifying Emotion AI, Robotics AI, and Sentiment Analysis in Customer Relationship Management
Source Author(s)/Editor(s): Fazla Rabby (Stanford Institute of Management and Technology, Australia), Nasim Ahmed (The University of Sydney, Australia), Amandeep Sehmi (Canterbury Institute of Management, Australia), Rohit Bansal (Rockford College, Sydney, Australia)and Nishita Pruthi (Asian School of Business, India)
DOI: 10.4018/979-8-3373-1867-7.ch003
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Abstract
Customer interaction is becoming a major factor determining corporate performance in the very competitive and emotionally charged market of today. Emotional intelligence (EI) is investigated in this paper in order to improve customer engagement with an emphasis on how emotional competences of frontline staff affect customer happiness, loyalty, and advocacy. Using a qualitative study approach, twenty front-line workers and twenty consumers from various service sectors were semi-structured interviewed. Results show that empathy is fundamental in emotional involvement; consumers value real understanding and emotional responsiveness over transactional effectiveness. This study also emphasizes generally that emotional intelligence is a strategic facilitator of deep, lasting consumer involvement rather than a peripheral ability. Companies who make investments in emotional intelligence development at all organizational levels are more suited to build strong emotional ties and guarantee long-term consumer loyalty in an economy driven by experience more and more.
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