Explaining the effect of emotional intelligence on customer-based brand equity (Case study: Five-star hotels in Tehran)

The purpose of this study is to explain the effect of emotional intelligence on customer-based brand equity in five-star hotels in Tehran. In the present study, a mixed research method (qualitative and quantitative) has been used. The qualitative part of the research has been done using the Delphi method to find the current status of customer-based brand equity in five-star hotels in Tehran, and the quantitative part has been modified using standard questionnaires that have been localized for this research. Emotional intelligence and customer value-based brand equity, were performed. The present study is applied in terms of purpose, because in addition to the awareness aspect, it can have practical applications for hotels and tourism enterprises, and in terms of data collection method, descriptive-survey research is of explanatory type. In the present study, the researcher has used inferential statistics and structural equation modeling to investigate the effect of variables and the relationships between them. The results showed that the current situation of customer-based brand equity with an average difference of 0.586 in the group of experts and specialists in the field of tourism, 0.465 in the group of hotel staff and managers, 0.518 in the group of domestic tourists and 0.508 in the group of tourists. Foreigners are desirable in five-star hotels in Tehran. Emotional intelligence also has a significant effect on customer-based brand equity in five-star hotels in Tehran.