- Apply for Authority
- P-ISSN1738-3110
- E-ISSN2093-7717
- SCOPUS
ISSN : 1738-3110
The Effects of Emotional Intelligence on the Customer Orientation and Customer Relationship Management Performance of Hotel Employees
Nam, Taek-Young
- Downloaded
- Viewed
Abstract
Purpose - This study aimed to (a) investigate the effects of emotional intelligence on customer orientation, (b) examine the impact of customer orientation on customer relationship management (CRM) performance (including CRM-related variables such as 'relationship commitment,' 'image of corporation,' and 'customer loyalty'), and (c) identify the conceptual framework of emotional intelligence. Research design, data, and methodology - The data were collected using a questionnaire given to a sample of employees of luxury hotels in the metropolitan area. To test the hypotheses, AMOS were conducted for the 271 respondents of the sample using the SPSS Win 17.0 software. The concept of emotional intelligence (EI) has been on the radar of many leaders and managers over the past few decades. Emotional intelligence is generally accepted to be a combination of emotional and interpersonal competencies that influence behavior, thoughts, and interactions with others. Emotional intelligence consists of four factors: understanding the self's emotion, understanding other people's emotions, emotion utilization, and emotion control. Understanding the self's emotion means to understand of my own emotions. Understanding other people's emotions is to understand of the emotions of the people around me and to know how my friends feel based on their behavior. The concept of emotion utilization means to set goals for myself and then try to achieve them, encouraging myself to do my best. The concept of emotion control means I can control my temper, handle difficult situations rationally, and calm down quickly when I am very angry. Results - As a result of the analysis, three factors (understanding the self's emotion, understanding of other people's emotions, and emotion utilization) were shown to have a significant effect on customer orientation. Emotion control had an insignificant effect on customer orientation. Only emotion control makes it difficult to solve customers' problems because it is a passive behavior. In order to solve the customers' problems, hotel employees have to show a positive attitude. Second, customer orientation had a significant effect on customer relationship management performance (customer relationship commitment, corporate image, and customer loyalty). In other words, customer orientation increases commitment to customer relationships. For example, employees who have a customer-orientated perspective provide good service to their customers, while employees who don't have a customer-orientated perspective can't satisfy their customers. Customer orientation can also generate a good image among customers, because they evaluate the image of a hotel through the behavior of hotel employees. So it is very important for employees to show excellent customer orientation. Conclusions - It is very important for hotel CEOs to manage their employees' emotional intelligence. In order to increase their employees' emotional intelligence abilities, CEOs have to manage the overall corporate culture and reward programs to achieve what they want. This is because the system can lead to a customer-orientated mind-set and CRM performance among employees. As a result, the hotel CEO has to pay attention to the emotional intelligence of employees to achieve strong CRM performance. The sentence as originally written was a bit unclear. If this edit does not retain your intended meaning please consider: "Only emotion control does not have a significant impact on customer orientation, and therefore on the ability of an employee to solve customer problems, because it is a passive behavior." Please use the version of the sentence that best captures your original meaning.
- keywords
- Emotional Intelligence, Customer Orientation, CRM Performance
Reference
Ashforth, B. E. & Humphrey, R. H. (1995), “Emotion in the Workplace: A reappraisal”, Human Relations, 48(2), 97-125.
Barich, H. & Kotler, P. (1991), “A Framework for marketing image management”, Sloan Management Review, 32(4), 94-104.
Brown, T. J., Mowen, J. C., Donavan, D. T. & Licata, J. W. (2002),“The Customer Orientation of Service Workers: PersonalityTrait Effects on Self and Supervisor Performance Ratings”,Journal of Marketing Research, 39(1), 110-119.
Cheon, Deok-Hee & Kim, Kyung-Hee (2010), “A study of the effects of travel agency's internal marketing on customer performance”, The Academy of Customer Satisfaction Management, 12(1), 237-253.
Choi, Kum-Chang & Choi, Woo-Sung (2006), “The Effect of Hotel Employee’s Emotional Intelligence on Performance”, Journal of Tourism, 30(6), 113-133.
Chong, H. K. & Han, H. S. (2010), “The effects of emotional intelligence on the restaurants staffs customer orientation”, The Tourism Sciences Society of Korea 67th Conference. Kangwondo, Korea. 797-817.
Colgate, M. R. & Danaher, P. J. (2000), “Implementing a Customer Relationship Strategy: The Symmetric Impact of Poor Versus Excellent Execution”, Journal of the Academy Marketing, 28(3), 375-387.
Croteau, A. M., & Li, P. (2003), “Critical Success Factors of CRM Technological Initiatives”, Canadian Journal of Administrative Science, 20(1), 21-34.
Donavan, D. T., & Hocutt, M. A. (2001), “Customer evaluation of service employee's customer orientation: Extension and application”, Journal of Quality Management, 6(2), 293-306.
Dowing, R. (1993), “Developing your company image into corporate asset”, Long Range Planning, 26, 101-109.
Goleman, D. (1995), Emotional Intelligence, New York; Bantam Books.
Goleman, D. (1998), Working with emotional intelligence, New York; Bantam books.
Guleryuz, G., Guney, S., Aydin, E. M. & Asan, O. (2008), “The mediating effect of job satisfaction between emotional intelligence and organizational commitment of nurses: A questionnaire survey”, International Journal of Nursing Studies, 45(11), 1625-1635.
Ha, Bong-Joon (1999), “A Story of Corporate Image Factors Affecting Purchasing Intention”, Journal of Advertising, 42, 49-74.
Hoffman, K. D & Ingram, T. N. (1991), “Creating customer-oriented employees: He case in home health card”, Journal of Heal Care Marketing. 11(2), 24-32.
Jeon, Ta-Sik & Nam, Taek-Young (2010), “The Effects of Service Orientation of Hotels on CRM Performance”, Management Information System Review, 29(4), 45-65.
Jeong, Ho-Kyun & Han, Hee-Sup (2010), “The Effect of Restaurant Employee's Emotional Intelligence on Customer Orientation : A Mediating Effect of Group Cohesiveness and Organizational Commitment”, Journal of Tourism and Leisure, 22(5), 205-224.
Kelly, S. W. (1992), “Developing Customer Orientation Among Service Employees”, Journal of Marketing, 69(2), 24-41.
Kim, Gye-Soo (2006), AMOS: The Structural Equation Modeling, Seoul, Korea: Hannarae.
Kim, Jae-Won (2010), “A Study on The Effects of Service Commitment and Customer Orientation on Business Performance in The Travel Trade' Employees”, Journal of Tourism and Leisure, 22(3), 251-270.
Kim, Nam-Myun (2002), “A Study on Building Customer relationship over the Internet in the Tourism Industry”, Seoul, Korea: Thesis for Master's degree in Sejong University.
Lai, Kee-hung (2004), “Service Capability and Performance of Logistics Service Providers”, Transportation Research Part E, 40, 385-399.
Law, K. S., Wong C. & Song, L. J. (2004), “The construct and criterion validity of emotional intelligence and its potential utility for management studies”, Journal of Applied Psychology, 89(3), 483-496.
Lee, Eun-Yong, Park, Su-Jin & Lee, Soo-Bum (2007), “An canonical analysis of the relationship between perceived servant Leadership, factors related to training and self-esteem and customer orientation”, Korea Journal of Tourism and Hospitality Research, 21(1), 83-99.
Lee, Hyun-Soo & Suh, Yung-Ho (2003), “A Study of the Organizational Factors of Knowledge Management, CRM System Factors, and Trust for CRM Performances ”, Information Systems Review, 5(1), 113-127.
Moon, Jang-sil (2010), “An Effects of the Distribution Information Technology Application on the Communication strategies and CRM performance”, Journal of Distribution Science, 8(2), 13-22.
Morgan, M. & Hunt, S. (1994), “The Commitment-Trust Theory of Relationship Marketing”, Journal of Marketing, 58, 20-38.
Oh, Wang-Gyu & Jeong, Kang-Kuk (2011), “Hotel Employees' customer orientation on customer satisfaction and customer loyalty - Focused on hotel buffet restaurants in parts of Daegu and North Gyeongsang Province”, Journal of tourism management research, 15(4), 155-173.
Park, Mi-Sun & Shin, Hong-Chul (2010), “The Structural Relationship among Communication Satisfaction, Job Satisfaction and Customer Orientation in Hotel Industry”, Journal of Service Management, 11(3), 187-207.
Peppers, C. & Briskin, A. (2000), Bringing Your Soul to Work: An Everyday practice. Personal Growth/Business, San Francisco: Berrett Koehler Publishers, Inc.
Prati, L. M., Douglas, C., Ferris, G. R., Ammeter, A. P. & Buckley, M. R. (2003), “The role of emotional intelligence in team leadership: Reply to the critique by Antonakis”, International Journal of Organizational Analysis, 11(4), 363-369.
Putnam, L. L. & Mumby, D. K. (1993), Organizations, emotion and the myth of rationality, In S. Fineman, Eds., Emotion in Organization, London: Sage, 36-57.
Salovey, P. & Mayer, J. D. (1990), “Emotional intelligence”, Imagination, Cognition and Personality, 9(3), 185-211.
Saxe, R. & Weitz, B. A. (1982), “The SOCO scale; A measure of the customer orientation of salespeople”, Journal of Marketing Research, 19, 343-351.
Seo, Gyeong-Won (2007), “A Study on the Effects of Service Orientation to Business Performance in Medical Service Organizations : Focus on the General Specialty Medical Treatment Institutions”, Cheongju, Korea: Thesis for Doctor's degree in Cheongju University.
Suh, Chang-Juck & Ahn, Sung-Hyuk (2004), “An Effect ofEmployees` Service Involvement and Custoer Orientation onService Quality”, Journal of Service Management, 5(3),77-105.
Sy, T. & Cote, S. (2004), “Emotional Intelligence: A key ability to succeed in the matrix organization”, Journal of Management Development, 23(5), 437-455.
Sy, T., Tram, S. & O'Hara, L. A. (2006), “Relation of employee and manager emotional intelligence to job satisfaction and performance”, Journal of Vocational Behavior, 68(3), 461-473.
Wharton, A. S. (1999), “The psychosocial consequences of emotional labor”, The annuals of The American Academy, 561(Jan), 158-176.
Winner, R. S. (2001), “A Framework for Customer Relationship Management”, California Management Review, 43(4), 89-107.
Wong, C. & Law, K. S. (2002), “The effects of leader and follower emotional intelligence on performance and attitude: An exploratory study”, The leadership Quarterly, 13(3), 243-274.
You, H. K. & Kim, S. P. (2008), “A study on the relationship between emotional intelligence, job stress, job satisfaction and job performance”, Korea Human Resource Management, 15, 127-146.
Zeidner, M., Matthews, G. & Roberts, R. (2004), “Emotional intelligence in the workplace: A critical review”, Applied Psychology, 53(3), 371-399.
Zeithaml, V.A. & Bitner, M.J. (1996), Service marketing, Singapore: McGraw-Hill.
- Downloaded
- Viewed
- 0KCI Citations
- 0WOS Citations