Sensivity to Marketing and the Importance of Emotional Intelligence in Small and Medium-sized Service Firms

• Autorzy: Ana Suárez-Vázquez , Víctor Iglesias-Argüelles , Juan Trespalacios-Gutiérrez
• Języki publikacji: EN

Abstrakty

EN

This paper examines how the perceived sensitivity of customers to marketing policies affects the importance placed on emotion management. The results of the structural equations modelling of data collected from managers of 128 small and medium-sized service firms suggest that the importance placed on the perception of emotion grows in accordance with an increase in the perceived market sensitivity to advertising. The hypotheses concerning the influence of consumer price sensitivity on the importance of dealing with emotions in service firms were not confirmed.(original abstract)

Słowa kluczowe

PL

Inteligencja emocjonalna; Marketing usług; Małe i średnie przedsiębiorstwa

EN

Emotional intelligence; Service marketing; Small business

• Czasopismo: Argumenta Oeconomica
• Rocznik: 2014
• Numer: nr 1 (32)
• Strony: 75-93

Twórcy

autor

Ana Suárez-Vázquez

• University of Oviedo, Spain

autor

Víctor Iglesias-Argüelles

• University of Oviedo, Spain

autor

Juan Trespalacios-Gutiérrez

• University of Oviedo, Spain

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