Role of emotional intelligence in services marketing – an empirical study with reference to commercial banks in Odisha
This paper focuses on the relationship between service orientation and emotional intelligence (EI) in banking sector. Emotional intelligence is very crucial across all service sectors, particularly banks. Banks compete in the market place with undifferentiated products and the quality of service encounter is the factor that gives it a distinct marketing edge, resulting in better financial performance, competitive advantage, customer satisfaction, market share and customer loyalty.