Progress and Excellence Research

Progress and Excellence Research

The Role of Emotional Intelligence in Sales and Marketing During Economic Recession: A Case Study of the Petrochemical Industry in Tehran

Document Type : Original Article

Author
masters of management, Payame Noor University, Alborz branch, Karaj, Iran
Abstract
In times of economic recession, various industries face numerous challenges. The petrochemical industry, as one of the most important economic sectors of the country, is no exception to this rule. During this period, the decline in demand and pressure on profit margins create specific issues and obstacles for the industry's activists. The success of petrochemical businesses in maintaining and developing sales and marketing of their products depends on several factors, one of the most important of which is the emotional intelligence abilities of employees. This study aims to investigate the role of emotional intelligence on sales and marketing during the economic recession in the petrochemical industry of Tehran. In terms of data collection method, this research is descriptive-survey and is conducted in a correlational manner. The statistical population of this study is employees of the petrochemical industry of Tehran, and due to the unlimited size of the population, the Cochran formula was used to determine the sample size and 168 people were selected as the sample. The data collection tool is a questionnaire, and Cronbach's alpha coefficient is used to measure the reliability of the questionnaire. In the statistical analysis section, SPSS and Smart PLS software will be used. In this study, causal analysis and structural equation modeling methods are used to test the hypotheses. The results of this study show that the dimensions of emotional intelligence (self-awareness, self-management, social awareness, and relationship management) significantly affect sales and marketing in this industry.
Keywords