The role of customer orientation in emotional intelligence and sales performance: an empirical investigation in the pharmacy sector

Purpose This study investigates the impact of emotional intelligence (EI) on customer orientation and sales performance among sales representatives. It emphasizes the importance of a customer-oriented approach in achieving sustainable profitability, contrasted with immediate, sales-focused strategies. Design/methodology/approach Data from 381 sales representatives at Pharmacity in Ho Chi Minh City were analyzed using SPSS and AMOS. The study employed reliability and validity assessments, including Cronbach’s alpha, exploratory and confirmatory factor analysis and structural model testing, to evaluate the relationships between EI dimensions and sales outcomes. Findings The analysis revealed significant positive relationships between EI and customer orientation, with emotion regulation having the most substantial impact. While most hypotheses were supported, self-emotion did not significantly affect sales performance. Recognizing and effectively using emotions were positively related to sales success, underscoring EI’s critical role. Practical implications The results highlight the value of EI in enhancing both customer orientation and sales performance. Organizations should invest in EI training programs and evaluate candidates’ EI levels during hiring. Managers should focus on developing EI skills, particularly emotion regulation, through regular training and create a supportive work environment to address role ambiguity and resource depletion. Originality/value This study contributes to the understanding of EI’s role in sales by providing empirical evidence on how different EI dimensions influence customer orientation and sales performance. It offers a practical framework for improving sales effectiveness through targeted EI development, reinforcing the importance of a customer-focused approach in modern sales strategies.