The Intervening Role of Perceived Value and Emotional Intelligence in Relationship Marketing Strategies and Customer Relationships | [Pakistan Journal of Life and Social Sciences • 2025]

Author(s):

1. Deon Bablu Thomas: Department of Commerce, Faculty of Science and Humanities, SRM Institute of Science and Technology, Kattankulathur

2. J. Solomon Thangadurai: Department of Commerce, Faculty of Science and Humanities, SRM Institute of Science and Technology, Kattankulathur

Abstract:

Using the retail electronics and consumer goods industries as a case study, this study explores intervening variables in the relationship between relationship marketing strategy and relationships with customers as perceived value and emotional intelligence. The study examines their joint influence on promoting customer loyalty and satisfaction at the institutional level using emotional intelligence as the moderating variable and perceived value as the mediating variable. Structural Equation Modeling (SEM) was used to analyze a purposive sample of 391 participants from the retail sector to explore direct, indirect and moderated relationships between these variables. What the findings contribute is new insights into how emotional intelligence and perceived value affect customer relationship management in nuanced ways.

Page(s): 670-676

DOI: 10.57239/PJLSS-2025-23.1.0053

Published: Journal: Pakistan Journal of Life and Social Sciences, Volume: 23, Issue: 1, Year: 2025

Keywords:

Communication Conflict Handling Empathy Perceived Value Emotional Intelligence Customer Relationship

References:

[1] Anwar M.,Siddique M.,Rasheed S. .2021 .Communication and empathy as drivers of customer perceived value and loyalty: Evidence from service sector. Journal of Customer Relationship Management, 22(3) : 151-168.

[2] Brierley C.,Smith P.,Rowe D. .2020 .Emotional intelligence and its role in perceived relational value and customer loyalty in the service industry. Service Industry Journal, 40(8) : 563-582.

[3] Chinomona R.,Maziriri E. T. .2019 .The influence of conflict handling on perceived value and customer relationship quality: Insights from a South African perspective. African Journal of Business Management, 13(1) : 40-51.

[4] Ghaffari M.,Fazlzadeh A. .2018 .The moderating role of perceived value in the relationship between communication, conflict handling, and customer relationship quality. Journal of Relationship Marketing, 18(1) : 63-82.

[5] Hossain M.,Quaddus M. .2021 .Empathy and perceived value as mediators in the customer relationship journey. Journal of Business Research, 11 : 99-109.

[6] Singh R.,Verma P.,Malhotra G. .2020 .Communication quality and perceived value as antecedents to customer loyalty in service industries. Journal of Service Theory and Practice, 30(4) : 395-412.

[7] Torres A.,García J.,Mejía F. .2021 .Empathy and trust in building long-term customer relationships: A comparative study. International Journal of Marketing Studies, 13(2) : 28-36.

[8] Tsaur S. H.,Luoh H. F.,Chen W. C. .2023 .Emotional intelligence in service recovery: Impacts on empathy, conflict handling, and customer loyalty. Tourism Management Perspectives, 38 : .

[9] Zhao X.,Zhang Y.,Li W. .2022 .The role of empathy in reducing customer dissatisfaction in service recovery: An analysis of perceived value and customer loyalty. Journal of Business and Industrial Marketing, 37(6) : 877-888.

Citations

Downloads

Views