Emotional Intelligence and Ability to Manage Customer Relationship in Bank Employees of Selected Indian Banks - A Study

Managing customer relationship is a great challenge in the present era of service revolution. As large numbers of players are now entering into this industry, the intensity of competition is growing among them in very passing day. In the current cut throat competition, customers are becoming very particular to use or not to use services of any organization. Therefore, managing customer relationship is playing dominant role for in almost every service providing organizations, so banks are not an exception. There is a popular belief that higher the emotional intelligence of service provider better will be their ability to manage customer relationship. So the present study is the part of a large study conducted on 300 bank employees working in 5 different banks (both in public and private sector) in the state of Chhattisgarh to assess whether their demographic variables, emotional intelligence and ability to manage customer relationship are related with each other. Data were collected with the help of a schedule to measure emotional intelligence and ability to manage customer relationship and are analyzed with help of ANOVA and Correlations by using SPSS. The study reveals that there exist significant and strong relationship between emotional intelligence, demographic variables and ability to manage customer relationship. Thus, it is concluded that service providers in banks with their high level of emotional intelligence and ability to manage customer relationship can contribute significantly to attract and retain customers and build long term relationship with them.