Emotional Intelligence In Services Marketing

This book examines the role of emotional intelligence of the employees on the innovation and creativity in the marketing of banking services in the commercial banks of Odisha. Given that emotional intelligence is a scientifically founded and empirically validated construct, the issue of assessing and measuring this construct has fundamental significance for research on the marketing of services in commercial banks. Although emotions have been viewed as unpredictable, irrational and not worth measuring, the conceptualizations of emotional intelligence have helped encounter this criticism and offer a promise of a useful concept for predicting workplace performance. However, the use of emotional intelligence measures in research and organizational settings has been varied and controversial. The reason lies in how the construct should be measured, and which theory it shall be based on. This study helps in understanding the importance of emotional intelligence and marketing creativity of services in commercial banks.