Identification of the Effect of the Behavioral Components on the Sales Force Performance using the Emotional Intelligence Development Approach (Case Study: Refah Chain Stores)

Despite the significant effect of the behavioral components on the sales force performance, only a few marketing researchers have examined the effect of the behavioral components on the sales force performance using the emotional intelligence development approach. The purpose of the present research is to identify the effect of the behavioral components on the sales force performance using the emotional intelligence development approach in Refah chain stores.

The present research applied the thematic analysis method to analyze the gathered qualitative data. To determine the impact of behavioral components on the performance of the sales force using the Emotional Intelligence (EI) development approach, 19 experts and practitioners of the retail industry were interviewed using the purposive sampling method.

The behavioral components were extracted and categorized into four main themes, 15 sub-theme, and 66 concepts. The findings indicated that the behavioral components affecting the sales force performance through the EI approach included: environmental perceptions (internal and external), management of feelings, stress management, and happiness.

Sales force performance must be in line with emotional intelligence development. It begins with a relative understanding of the individuals’ abilities and morale, understanding the present time correctly, and being aware of the norms of one group. The concept develops through understanding the individual interests and tastes and respecting the emotional traits of others. The achieved results indicated that managing stress and developing the skill of enjoying life as well as improving optimism and extroversion approve the importance of the role of emotional intelligence to develop human interactions and improve mutual relations.