International Journal of Business and Social Science

ISSN 2219-1933 (Print), 2219-6021 (Online) DOI: 10.30845/ijbss

The Effect of Emotional Intelligence on the Recognition Level of the Importance Usage of Relationship Marketing (An Analytical Study of the Views of Commercial Banks Branch Managers in Jordan)
Zahed abdulhamed ALsamarraie, Ali Falah Mufleh Al-Z

The study aimed to determine the effect of emotional intelligence ( with its dimensions; self-awareness, self-management, self-motivation, recognizing and understanding emotions, human relationship management ) on the recognition level of the importance usage of relationship marketing ( with its dimensions; the client, retain relationship with the client , developing methods of service delivery, maintain contact to retain the client).The research group consists of (13) commercial banks and its (336) branches in Amman, and the research sample was a (100) branches, the questionnaire were distributed to its managers. The valid forms for analysis were (82) questionnaire forms.The results of the study showed that the impact of Emotional Intelligence is significant on the awareness level of the importance of relationship marketing among branch managers of the commercial banks, And that all the characteristics and dimensions of Emotional Intelligence affect the perception of the importance of relationship marketing, this confirms to the banks management the importance of the Emotional Intelligence characteristics of the of managers, its impact on the continued interest in the customer, and to build a long-term relationship with him.

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