les cahiers du mecas
Volume 21, Numéro 1, Pages 117-131
2025-06-01
The Role Of Emotional Intelligence In Consumer Service And Marketing Strategies: A Case Study Of Airbnb.
Authors : Hamdoune Asma . Abbes Amina . Hellabi Zoubeyda .
Abstract
Emotional intelligence (EI), plays a pivotal role in shaping consumer service and enhancing marketing strategies. This paper explores the intersection of EI and marketing, particularly focusing on how brands leverage EI to connect with consumers emotionally, build loyalty, and enhance satisfaction. Using Airbnb as a case study, the paper demonstrates how emotional intelligence has been successfully utilized in the service industry to foster deep, emotional connections between brands and consumers. Findings of the study show that EI in marketing (e.g., warmth, empathy) positively impacts consumer trust, Besides, positive emotional experiences with Airbnb enhance satisfaction, which mediates the relationship with brand loyalty.
Keywords
Emotional intelligence ; consumer service ; marketing strategies ; trust brand loyalty ; Airbnb
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