Customers emotional intelligence and satisfaction: The mediation of bankers emotional labour

https://doi.org/10.35912/ahrmr.v3i2.1839
Published: Mar 18, 2024

Abstract:

Purpose: There is high competition in the Nigerian banking system, with banks challenged by engaging in best practices that will lead to customer satisfaction. This study examines the effect of customers’ emotional intelligence on their satisfaction with selected banks in Nigeria operating in Jos, Plateau. It also assesses customers’ perceptions of banker emotional labor as a mediating factor.

Research Methodology: Sample for the study was 341 drawn from customers of Access, UBA, and GT Bank within Jos Metropolis who completed a survey on emotional intelligence, perceived emotional labor, and customer satisfaction.

Results: The study found a significant relationship between perceived emotional labor and customer satisfaction and between emotional intelligence and perceived emotional labor. The relationship between emotional intelligence and customer satisfaction is not significant. However, emotional labor was found to be a full mediator in the relationship between emotional intelligence and customer satisfaction.

Limitations: There is a limitation in sample size in the study. The actual number of customers from the three banks could not be ascertained.

Contribution: The study concluded that bank customer satisfaction is a product of high emotional intelligence when these customers also have a high perception of emotional labor. It is recommended that banks provide brief emotional intelligence training tips for their customers.

Novelty: The study has shown that as much as employee emotional intelligence is important to customer satisfaction, customers’ EI is as important.

Keywords: Customers, satisfaction, emotional intelligence, emotional labour

Keywords:
1. Customers
2. satisfaction
3. emotional intelligence
4. emotional labour
Authors:
1 . Jamo Shedrack Ezekiel
University of Jos, Nigeria
2 . Kusa Danjuma Nanfa
University of Jos, Nigeria
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Ezekiel, J. S., & Nanfa, K. D. . (2024). Customers emotional intelligence and satisfaction: The mediation of bankers emotional labour. Annals of Human Resource Management Research, 3(2), 115–127. https://doi.org/10.35912/ahrmr.v3i2.1839
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Issue & Section
Vol. 3 No. 2 (2023): September
Articles
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This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

References

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    Asumah, S., & Owusu, N. (2021). BEING SOMEONE ELSE: AN ASSESSMENT OF EMOTIONAL LABOUR AND EMPLOYEE JOB SATISFACTION AT THE BANKING SECTOR. Global Journal of Management And Business Research, 13, 97-107.

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  1. Abubakar, M. M., Mokhtar, S. S. M., Abdullattef, A. O. (2013). The role of long-term orientation and service recovery on the relationships between trust, bonding, customer satisfaction and customer loyalty: The case of Nigerian retail banks. Asian Social Science, 10(2), 209-220.
  2. Akgam, H. A., & Murugiah, L. (2013). Study of customer satisfaction in the banking sector in Libya. Universiti Utara Malaysia Changlun.
  3. Alsalhi, A., Alam, S. S., & Idris, F. (2019). Emotional Labor Strategies from Customer Point of View: A Systematic Literature Review. Journal of Marketing and Consumer Research, 57.
  4. Asumah, S., & Owusu, N. (2021). BEING SOMEONE ELSE: AN ASSESSMENT OF EMOTIONAL LABOUR AND EMPLOYEE JOB SATISFACTION AT THE BANKING SECTOR. Global Journal of Management And Business Research, 13, 97-107.
  5. Aturu-Aghedo, C., & Eucharia, U. (2023). Emotional Labour: An Undervalued Human Resources Asset in Nigerian Public Sector Organizations. Saudi J Bus Manag Stud, 8(9), 231-237.
  6. Bhattacherjee, A. (2012). Social science research: Principles, methods, and practices: USA.
  7. Blau, P. M. (1964). Exchange and Power in Social Life: Transaction Publishers.
  8. Consoli, D. (2010). A new concept of marketing: The emotional marketing. BRAND. Broad Research in Accounting, Negotiation, and Distribution, 1(1), 52-59.
  9. Davies, K. A., Lane, A. M., Devonport, T. J., & Scott, J. A. (2010). Validity and reliability of a brief emotional intelligence scale (BEIS-10). Journal of Individual Differences.
  10. Elganas, T., & Sheppard, R. (2019). Effects of emotional labor on job satisfaction and customer satisfaction: An empirical study of Lib-yan banks. Int. J. Acad. Res. Bus. Soc. Sci, 9, 1261-1282.
  11. Erjavec, H. Š., Dmitrovi?, T., & Povalej Bržan, P. (2016). Drivers of customer satisfaction and loyalty in service industries. Journal of Business Economics and Management, 17(5), 810-823.
  12. George, J. M. (2000). Emotions and leadership: The role of emotional intelligence. Human Relations, 53(8), 1027-1055.
  13. Gilbert, G. R., & Veloutsou, C. (2006). A cross?industry comparison of customer satisfaction. Journal of Services Marketing, 20(5), 298-308.
  14. Jansson, S., & Wiklund, F. (2019). Employee Loyalty and The Factors Affecting It: A Qualitative Study Comparing People with Different Working Experience on Their View of Employee Loyalty. Master Thesis, Umea School of Business.
  15. Kim, T., Yoo, J. J.-E., Lee, G., & Kim, J. (2012). Emotional intelligence and emotional labor acting strategies among frontline hotel employees. International Journal of Contemporary Hospitality Management, 24(7), 1029-1046.
  16. Konovsky, M. A., & Organ, D. W. (1996). Dispositional and contextual determinants of organizational citizenship behavior. Journal of Organizational Behavior, 17(3), 253–266.
  17. Lee, J., & Lee, H. (2013). Does satisfaction affect brand loyalty? Academy of Marketing Studies Journal, 17(2), 133.
  18. Leech, N. L., Barrett, K. C., Morgan, G. A., Clay, J. N. C., & Quick, D. C. (2005). SPSS for intermediate statistics: Use and interpretation: Lawrence Erlbaum Associates Publishers.
  19. Li, W. (2023). Multivariate Analysis of Employee Emotional Labor on Customer Reuse Intention of Express Delivery Enterprises. Paper presented at the Proceedings of the 2nd International Academic Conference on Blockchain, Information Technology and Smart Finance (ICBIS 2023).
  20. Makudza, F., Sandada, M., Chuchu, T., & Maziriri, E. T. (2021). The differential effects of emotional labour on boundary spanners of international banks in Zimbabwe. Journal of Critical Reviews, 8(2), 1200-1210.
  21. Mansouri, S., & Tajrobehkar, M. (2015). Studying the Role of Self-awareness and Self-esteem in Predicting Job Satisfaction and Job Performance of Teachers of Elementary Schools in the City of Kerman. J. Appl. Environ. Biol. Sci, 5(10), 142-148.
  22. Musa, W. (2020). The Role of Emotional Intelligence in Effective and Efficient Financial Service Delivery in the Banking Sector. Available at SSRN 3675636.
  23. Nkemakolam, J. N., Igbolekwu, C. O., Nwogu, E. C., Nnanna, N. O., Asaleye, A. J., Bamidele, R., & Arisukwu, O. (2021). Psychosocial predictors of emotional labour among employees of merged and acquired banks in Ibadan, South-West, Nigeria. Heliyon, 7(9).
  24. Okpara, A., & Edwin, A. (2014). Workplace emotional intelligence and return on investment in the Nigerian banking industry. Journal of Management Marketing and Logistics, 1(4).
  25. Oliver, R. L. (1999). Whence consumer loyalty? Journal of marketing, 63(4_suppl1), 33-44.
  26. Roland, S. F., & Olalekan, A. J. (2020). Employees' emotional intelligence and service delivery to customers: A comparative study of selected deposit money banks in Nigeria and Liberia. The Business & Management Review, 11(1), 268-277.
  27. Tariq, M. Z., Bhatti, G. A., Khan, N. A., & Qadir, M. (2021). Impact of consumer emotional intelligence on satisfaction with life during the COVID-19 pandemic. European Journal of Psychology Open.
  28. Uzonwanne, F. (2015). Emotional intelligence among bankers in southwest Nigeria. International Journal of Economic and Business Review, 3(5), 5-16.
  29. Williams, B., Onsman, A., & Brown, T. (2010). Exploratory factor analysis: A five-step guide for novices. Australasian journal of paramedicine, 8, 1-13.
  30. Yun-Tsan, L., & Yi-Chih, T. (2017). Influence of emotional labor and emotional intelligence on service sabotage. Advances in Management, 10(8).