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Suárez-Vázquez Ana (University of Oviedo, Spain), Iglesias-Argüelles Víctor (University of Oviedo, Spain), Trespalacios-Gutiérrez Juan (University of Oviedo, Spain)
Sensivity to Marketing and the Importance of Emotional Intelligence in Small and Medium-sized Service Firms
Argumenta Oeconomica, 2014, nr 1 (32), s. 75-93, rys., tab., bibliogr. 66 poz.
Słowa kluczowe
Inteligencja emocjonalna, Marketing usług, Małe i średnie przedsiębiorstwa
Emotional intelligence, Service marketing, Small business
This paper examines how the perceived sensitivity of customers to marketing policies affects the importance placed on emotion management. The results of the structural equations modelling of data collected from managers of 128 small and medium-sized service firms suggest that the importance placed on the perception of emotion grows in accordance with an increase in the perceived market sensitivity to advertising. The hypotheses concerning the influence of consumer price sensitivity on the importance of dealing with emotions in service firms were not confirmed.(original abstract)
Dostępne w
Biblioteka Główna Uniwersytetu Ekonomicznego w Krakowie
Biblioteka Szkoły Głównej Handlowej w Warszawie
Biblioteka Główna Uniwersytetu Ekonomicznego w Katowicach
Biblioteka Główna Uniwersytetu Ekonomicznego w Poznaniu
Biblioteka Główna Uniwersytetu Ekonomicznego we Wrocławiu
Pełny tekst
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