Open AccessEmotional Salespeople: customer orientation and emotional intelligence
Author(s) -
Agnaldo Antonio dos Santos,
Marcos Dornelles,
Sérgio Feliciano Crispim
Publication year - 2020
Publication title -
revista de negócios
Language(s) - English
Resource type - Journals
eISSN - 1980-4431
pISSN - 1413-3849
DOI - 10.7867/1980-4431.2020v25n1p56-67
Subject(s) - emotional intelligence , scale (ratio) , orientation (vector space) , psychology , context (archaeology) , customer orientation , market orientation , standard deviation , business , sample (material) , customer value , value (mathematics) , marketing , social psychology , statistics , economics , microeconomics , mathematics , geography , profit (economics) , chemistry , geometry , cartography , archaeology , chromatography
Customer orientation is recurrent in academic research because it enables more effective value creation for customers and shareholders. In this context, this research investigates an unexplored topic, which is the relationship between the emotional intelligence of salespeople and their customer orientation. In a sample of 167 Brazilian salespeople, two validated scale were used, but rarely applied together: (a) Saxe and Weitz Sales Orientation and Customer Orientation Scale (SOCO); (b) Wong and Law Emotional Intelligence Scale (WLEIS). It was concluded with the structural equation model developed that the percentage of customer orientation variability explained by the model is 12% and that for each increase in standard deviation of total emotional intelligence, customer orientation increases by .35 standard deviation, that emotional intelligence is greater in older salespeople, and that emotional intelligence varies according to the economic sectors of salespeople.