Financial and Banking Strategic Studies

Investigating the Impact of Employees' Emotional Intelligence on Customer Loyalty from Online Platforms With Regard To the Mediating Role of Relationship Quality (Case Study: Banks in Gilan)

Document Type : Original Article

Authors

Seyed Reza Seyed nezhad Fahim 1
Fatemeh Gholami Golsefid 2
Reza Otofat Shamsi 3

1 Department of Accounting, Lahijan Branch, Islamic Azad University, Lahijan, Iran.

2 Department of Mathematics, Lahijan Branch, Islamic Azad University, Lahijan, Iran.

3 Department of Accounting, Qadir Langrood Non-Profit University, Langrood, Gilan, Iran.

https://doi.org/10.22105/fbs.2023.180706
Abstract
The purpose of this research was to investigate the effect of emotional intelligence of employees on customer loyalty from the online platform with regard to the mediating role of relationship quality in the banks of Gilan province. The statistical population is all the customers and employees of banks who used the bank's online services in the period of the autumn season of 2021. According to the research, this number was 768 people. In order to estimate the sample size, the Cressy-Morgan table was used, based on which the number of people in the sample was determined to be 258 people. The results showed that emotional intelligence of employees affects the quality of relationships between customers and service providers. Also, the results showed that the emotional intelligence of service workers affects the quality of the relationship between customers and online platforms. The results indicate that the quality of the relationship between the customer and the service provider affects customer loyalty to the online platform. The quality of the relationship between customers and online platforms has a significant relationship on customer loyalty to online platforms. The results indicate that the quality of the relationship between the customer and online platforms plays a mediating role in the relationship between emotional intelligence of service employees and customer loyalty to online platforms. The results showed that the quality of the relationship between the customer and the service provider plays a mediating role between the emotional intelligence of service employees and customer loyalty to online platforms.

Keywords

emotional intelligence of employees
customer loyalty from online platform
relationship quality
Financial and Banking Strategic Studies
Volume 1, Issue 2
Summer 2023
Pages 139-152

Home

Indexing and Abstracting

Guide for Authors

Editorial Board

Submit Manuscript

Contact Us