Analyzing The Role Of Emotional Intelligence On Customer Satisfaction Regarding Their FMCG Purchase

Abstract

This study aimed to analyze the role of emotional intelligence (EI) in relation to customer satisfaction with their fast-moving consumer goods (FMCG) purchase. Using a quantitative research approach, a survey was conducted with a sample of FMCG customers to collect data on their emotional intelligence, satisfaction with their FMCG purchase and demographic information. The collected data was analyzed using statistical techniques, including correlation and regression analysis. The results indicated that there was a positive correlation between EI and customer satisfaction with their FMCG purchase. Additionally, the regression analysis revealed that EI significantly predicted customer satisfaction with their FMCG purchase, even when controlling for demographic variables. These findings suggest that emotional intelligence plays a critical role in influencing customer satisfaction with their FMCG purchase. As such, businesses operating in the FMCG industry should consider training their employees to develop their emotional intelligence skills to enhance customer satisfaction levels. This study contributes to the existing literature by providing empirical evidence on the relationship between emotional intelligence and customer satisfaction in the context of FMCG purchase, thus highlighting the importance of emotional intelligence in customer satisfaction in the FMCG industry.