EMOTIONAL INTELLIGENCE AS ANTECEDENT OF RELATIONSHIP QUALITY IN RETAILBANKING FROM CUSTOMERS’ PERSPECTIVE:APROPOSED MODEL

Relationship quality is argued by marketing scholars as a major indicator of relationship success consisting satisfaction, trust and commitment within banking industry.In this article, the authors proposed relationship quality model built by using causal link among emotional intelligence, relationship quality, future interaction and positive word of mouth. It is proposed that emotional intelligence acts as an antecedent of relationship quality, while positive word of mouth and future interaction act as the outcome from the relationship. The model implies the importance for banks companies to enhance relationship quality with their customers to achieve positive behavior i.e. loyalty with the banks in addition to preventing them from switching to other competitors