INTERLINKING EMOTIONAL INTELLIGENCE AND CUSTOMER RELATIONSHIP MARKETING IN THE LEBANESE RETAIL BANKING SECTOR

Emotional intelligence has been a topic of controversy over the years pertaining to its level of significance in the business world as well as how it can be defined and understood as a concept. Through a number of researches done by pioneers in the field of emotional intelligence, it is shown that EI have shown a significant effect on the retail banking sector; hence, the aim of this research is to link emotional intelligence theory with frontline employee behavior in the context of customer relationship marketing; and to empirically test these on the Lebanese retail banking sector, drawing also practicable managerial implications through a combination of existing models, theoretical research and secondary data. A conceptual framework of emotional intelligence was developed. The value of this research stems from its contribution regarding shedding the light on the importance of EI, the interlinkage between EI and CRM and the creation of a customized conceptual framework that fit the LRBS; as well as setting of the foundation for future research that will refine, test and finalise this conceptual framework.