Title:

Sensitivity to marketing and the importance of emotional intelligence in small and medium-sized service firms

Group publication title:

Argumenta Oeconomica

Creator:

Suárez-Vázquez, Ana ; Iglesias-Argüelles, Victor ; Trespalacios-Gutiérrez, Juan

Subject and Keywords:

emotional intelligence ; service marketing ; small and medium enterprises

Description:

Argumenta Oeconomica, 2014, Nr 1 (32), s. 75-93

Abstrakt:

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

Publisher:

Wydawnictwo Uniwersytetu Ekonomicznego we Wrocławiu

Place of publication:

Wrocław

Date:

2014

Resource Type:

artykuł

Format:

application/pdf

Language:

eng

Relation:

Argumenta Oeconomica, 2014, Nr 1 (32)

Rights:

Wszystkie prawa zastrzeżone (Copyright)

Access Rights:

Dla wszystkich w zakresie dozwolonego użytku

Location:

Uniwersytet Ekonomiczny we Wrocławiu