MEDIATING CUSTOMER SATISFACTION IN THE RELATION BETWEEN EMOTIONAL INTELLIGENCE OF EMPLOYEES AND CUSTOMER RETENTION

This study aimed to determine the relationship between the dimensions of emotional intelligence of commercial banks employees (self-awareness، self-management, awareness of others, and others relationship management), customer satisfaction and customer retention. Testing the direct impact of emotional intelligence (self-awareness, self-management, awareness of others and other relationships management) on customer satisfaction and customer retention. Then, testing the indirect impact of emotional intelligence on customer retention mediating customer satisfaction. The researchers relied in testing these relationships and effects on the statistical programs SPSS 23 and WARP PLS7. Developing a questionnaire and collecting valid (396) form. The study concluded that there is a positive significant relationship among the dimensions of emotional intelligence (self-awareness, self-management and other relationships management) of commercial bank employees, customer satisfaction and customer retention. The dimensions of emotional intelligence (self-awareness, self-management and other relationships management) had a significant impact on Customer satisfaction while the absence of such impact of the dimension of awareness of others on customer satisfaction. Also, all dimensions of emotional intelligence (self-awareness, self-management, others awareness and other relationships management) impacted customer retention significantly. Emotional intelligence dimensions (self-awareness, self-management, other relationships management) impacted customer retention mediating customer satisfaction while this effect was not present for awareness of others.