Abstract
The area of concern for marketing professionals is strong quality relationship with the customers and positive outcomes of this relationship. There is importance of understanding emotionalintelligence of the customers for the marketing professionals, along with the emotional intelligence quality level utilization by the customers. This review of literature has developed propositions that how emotional intelligence and its understanding by both sellers and buyers result in decision making process and how it varies from situation to situation. Implications of emotional intelligence on the purchase decision making of the customers are very important for marketing professionals, as they contribute to building a strong customer relationship management strategy, a delightful customer experience, and a win-win situation for both sellers and buyers. Implications of study are useful for strategic marketing decision makers and every customer making purchase decisions, whether critical or normal, to make their purchases without dissonance.
MUBASHAR HASSAN ZIA. (2014) CUSTOMER EMOTIONAL INTELLIGENCE, ITS UNDERSTANDING BY THE SELLERS RESULTING IN IMPLICATIONS ON CUSTOMER'S PURCHASE DECISIONS, Jinnah Business Review, Volume 2, Issue 1.
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