| Summary: | 碩士 === 淡江大學 === 企業管理學系碩士在職專班 === 103 === Facing the fierce competition, management of financial institutions has to help service employees make use of their own emotional intelligence when facing a variety of customers so as to improve customer satisfaction and then enhance customer loyalty. The purposes of the study are to examine the influences of emotional intelligence on customer satisfaction and customer loyalty as well as the mediating role of customer satisfaction between emotional intelligence and customer loyalty. We collected data from 35 service employees in banks and their 420 customers, and then conducted subsequent analyses. The results of hierarchical regression analysis showed that emotional intelligence had positive effects on customer satisfaction and customer loyalty. Customer satisfaction also had a positive effect on customer loyalty. In addition, customer satisfaction played a mediating role between emotional intelligence and customer loyalty. We discuss implications of these findings, limitations, and directions for future research.
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