The significance of customer satisfaction and service quality is widely influential in brand management. These two aspects are both key to customer retention and loyalty. Further, although there are essential studies discussing the tangency of service quality, employee management, and customer satisfaction, less is known about the tangency of management invention, such as empowerment on customer satisfaction and service quality from the customer’s point of view. In relation to service marketing, service employees are regularly required to express certain emotions as part of their jobs (Grayson, 1998).
Some recommendations offered as the outcome of reviews of previous solutions, aimed at getting better customer retention and at helping organizations to deal better and more easily with their staff to increase customer satisfaction could be:
It needs to be mentioned that customer service personnel are paid to be friendly and display a very courteous manner. This requires an incredible effort from the employees’ side. However, it is impossible unless there is a great management system in place and various training sessions are held to make the work environment a less stressful place. Emotional intelligence must be taken extremely seriously, based on its effects on customer satisfaction and loyalty, and on financial performance and profits.
Emotional intelligence can either be positive or negative, which affects performance and brand enhancement.
By Nazanin Najipoor
Master in Marketing and Communications