DOI: https://doi.org/10.36719/2663-4619/113/90-95
Elmar Maharramzadeh
Baku Ali Oil School
Master student
https://orcid.org/0009-0007-2899-1124
elmar.mahharramzada@gmail.com
The impact of Emotional Intelligence on Developing Customer
Relationships and Creating Customer Aspirations in the Advertising
Industry: A Case Study of “Tonuby LLC”
Abstract
In recent years, we have observed that development in business sectors is measured not only by numbers but also by innovative thinking. Now, every company must take care of its employees to gain market share. The main aim of our research is to investigate the impact of emotional intelligence on the development of customer relationships. Determining how much emotional intelligence is required in the work process is one of the critical issues of today. In conducting this research, we identified which performance indicators in the advertising industry in Azerbaijan would be evaluated both quantitatively and qualitatively. As a customer-oriented company, we examined "Tonuby LLC."
Since emotional intelligence is directly related to customer interaction, it plays a significant role in behavior, and therefore companies should assess their level of emotional intelligence and take steps to improve it. Emotional intelligence changes over time and affects business performance. Measuring how these assessments impact certain indicators is critical not only for financial outcomes but also for maintaining and ensuring the sustainability of the customer base. As a result, the development of high emotional intelligence among employees can increase customer satisfaction, loyalty, and long-term business success.
Keywords: emotional intelligence, customer satisfaction, advertising