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Emotional Intelligence and Customer Engagement of Fast-Moving Consumer Goods Firms in Rivers State

Ogan, Herirentta Ingo Akani Godspower Henshaw Obi, Peter Wami, Solomon and, Akani, Ejiro Anthonia

Abstract

This study investigated the relationship between emotional intelligence and customer engagement of fast-moving consumer goods in Rivers State. The objectives of the study were to ascertain the extent to which emotional intelligence correlate with customer engagement. The population of the study consists of 20 fast-moving consumer goods firms in Rivers State. All the firms were studied, and the respondents were one hundred (100) staff members from each of the fast-moving consumer goods firms ranging from marketing manager, customer relationship managers, sales manager, procurement manager and supervisors. A total of one hundred (100) respondents provided primary data that were used to ascertain the correlation between the variables. The primary data were collected through a structured questionnaire that was designed in a five-point Likert scale ranging very high extent to low extent. Two research hypotheses were tested using the Pearson Product Moment Correlation, with the aid of Statistical Package for Social Sciences to establish the correlation between the variables. Results of the test showed that emotional intelligence have significant and positive relationship with customer commitment and customer advocacy – the measures of customer engagement. Therefore, the study concluded that emotional intelligence relates with customer engagement of fast-moving consumer goods in Rivers State. Therefore, the study recommended that managers of fast-moving consumer goods firms should improve on their emotional intelligence to enhance their customer engagement.

Keywords

Emotional intelligencecustomer engagementcustomer commitmentcustomer advocacy and the fast-moving consumer goods firms

References

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