This study evaluates the relationship between front line employees' emotional intelligence with cocreation and customer loyalty. The population under study consisted of expert and managerial level employees at the Pasargad Bank in Tehran; 323 subjects participated in the data gathering process and responded to the questionnaires of emotional intelligence, co-creation, loyalty, and customer satisfaction. Reliability and validity of the tools were assessed using Cronbach's alpha coefficient and confirmatory factor analysis. Pearson correlation coefficient, structural equation model, and Amos software were used to analyze the data. The results show that front line employees' emotional intelligence is associated with co-creation, loyalty, and customer satisfaction. In addition, the results confirm the relationship of co-creation and customer satisfaction to customer loyalty; it also suggests that emotional intelligence has an indirect positive and significant effect on customer loyalty through co-creation and customer satisfaction.
This research aims to investigate the mediating role of innovation in the relationship between marketing orientation and business performance of the banking industry. Data were collected through a questionnaire from directors and deputies at Sina Bank branches in Tehran. Reliability of the questionnaire before distribution was calculated based on Cronbach's alpha method and necessary corrections were made. Structural equation modeling was used to analyze the data. The results indicated that there is a significant relationship relationship between market orientation and business performance with regard to the role of mediator of innovation and tendency to learn in branches of Sina Bank in Tehran. There is a significant relationship between market orientation and business performance, with regard to the role of mediators of innovation and tendency to learn in Sina Bank branches in Tehran. There is a significant relationship between market orientation and tendency to learn, there is a significant relationship between market orientation and innovation. There is a significant relationship between tendency to learn and innovation; there is a significant relationship between innovation and business performance; mediator innovation is the relationship between market orientation and business performance. Tendency to learn is the mediator between innovation and market orientation. Moreover, the results show that there is no significant relationship between market orientation and business performance. The most intense relationship is related to market orientation and tendency to learn while the weakest is observed between market orientation and business performance with regard to mediating role of innovation and the tendency to learn.
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