A Proactive Approach to Customer Service in the Airline Industry: The Relationship between Emotional Intelligence, Customer Orientation, and Self-Rating Performance.

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Jenjira Promduang

Abstract

Despite the popular claim in the business world that emotional intelligence is “pop psychology,”there is little academic evidence to support emotionalintelligence as having a real value to an organization. This paper aims to investigate the relationship between emotional intelligence and customerorientation, and the relationship between emotional intelligence and the performanceof frontline service workers, in this case, airline cabin crew members. Specifically, it assesses the scope ofemotional intelligencewithin the trait emotional intelligence (Trait EI) theory developed by Petrides and Furham in 2001.A survey was conducted among 357 participants, cabin crew members of a Middle East airline with no leadership position,and Pearson’s correlationcoefficient used for data analysis.The data analysis yielded a medium positive relationship between emotional intelligence and customer orientation, and a medium positive relationshipbetween emotional intelligence and cabin crew performance. The study also found a significant relationship between the following: (1) emotional intelligence and information exchange; (2) emotionality and information exchange; and (3) well-being and performance. The results suggest that higher emotional intelligence among airline cabin crew members could lead to superior customer orientation as well as improvedperformance.

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How to Cite
Promduang, J. (2014). A Proactive Approach to Customer Service in the Airline Industry: The Relationship between Emotional Intelligence, Customer Orientation, and Self-Rating Performance. AU-GSB E-JOURNAL, 6(2). Retrieved from http://www.assumptionjournal.au.edu/index.php/AU-GSB/article/view/452
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Author Biography

Jenjira Promduang

Jenjira Promduang is currently a full-time cabin crew and a student of the M.S. in Management program at the Graduate School of eLearning, Assumption University. This research was completed under the supervision of Dr. Sasithorn Phonkaew.