Vol 5 No 1 (2019)

Intelligent Use of Emotions: Impact of Manager’s Emotional Intelligence on Marketing Creativity – Study of Financial Service Providers in Sindh.

Authors:
Amjad Ali Jatoi
Lecturer Islamia Arts & Commerce College Sukkur
Muhammad Salih Memon, PhD.
Associate Professor IBA, SALU
Zulfiqar Ali Rajper
Assistant Professor Shaikh Ayaz University Shikarpur

Abstract:
Marketing creativity is proved to be a competitive advantage in now days, and this is some-how known as healthy competition between entrepreneurs, owners of different business organizations, and ultimately it will be beneficial for consumers/ultimate users of product or services. Each and every owner of manufacturing or service oriented organization is busy in making their product/services more creative, in this regard study was carried out from financial service providers of Sindh by knowing the intelligent use of emotions.Data was collected from officers of targeted population (i. e. banks, insurance companies, mudarbas, musharikas, etc.) through a structured questionnaire, followed by pilot testing, reliability analysis of questionnaire, descriptive statistics, factor analysis, correlation, and regression analysis for checking the hypothesis.Results suggested that: marketing creativity can be enhanced by adding positive in Self Awareness, Motivation and Relationship Management from the results it is very much clear that Self Awareness, Motivation and Relationship Management are positively and significantly contributing to the marketing creativity


 

SALU-CER Editor in Chief
Working as faculty member in institute of Commerce Shah Abdul Latif University Khairpur since 12 September 1996. At present working as Professor and Director Institute of Commerce of Shah Abdul Latif University Khairpur. Also working as founder Editor-in-Chief of SALU-Commerce & Economics Review since 2015.

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