Overview

This book discusses how businesses and marketers can deploy emotional intelligence as a marketing tool to co-produce service for enhancing customer experience and to co-create value for key stakeholders in the digitalised and service-dominant logic era.

Models and Focus

Whilst many competing emotional intelligence models are discussed in the literature, the current book will focus on the ability model. This model comprises 2 areas (experiential and strategic emotional intelligence) and four ability scopes (perceive emotions, use emotions, understand emotions and manage emotions).

Marketing Domains

The marketing domains that are deemed relevant and included in this book are services marketing, relationship marketing and digital marketing. The relevant marketing models from these domains will be identified to be integrated with emotional intelligent strategies.

Benefits of Emotional Intelligence

Emotional Intelligence makes both employees and customers happy, committed and loyal. It also makes businesses competitive and sustainable.