Emotional Intelligence and Proactive Customer Service Behaviour: The Role of Perspective-Taking

Abstract

This study sought to examine the relationship between emotional intelligence (EI) and proactive customer service behaviour (PCSB), focusing on the mediating role of perspective-taking (PT) in service-oriented industries in Ghana. The study employed a three-wave explanatory survey design, and data was collected from 111 frontline employees across various service sectors. The influence of emotional intelligence and perspective-taking on employees’ engagement in proactive customer service behaviour was analyzed. Findings reveal that employees with higher emotional intelligence demonstrate significantly more proactive customer service behaviours. Furthermore, the study found a strong positive correlation between emotional intelligence and perspective-taking. Lastly, the study underscores perspective-taking as a key mediator, showing that emotionally intelligent employees who engage in perspective-taking are more adept at proactively addressing customer concerns. This research highlights the importance of integrating emotional intelligence and perspective-taking training in customer service roles to improve service quality and customer satisfaction. The findings contribute to the literature by confirming perspective-taking's mediating role in the relationship between emotional intelligence and proactive customer service behaviour and offering actionable insights for enhancing customer engagement strategies in service-oriented organizations.