Research On The Relationship Among Emotional Intelligence, Emotional Labor And Sales Performance Of Real Estate Sales Staffs

Real estate as a scarce resource has a pivotal role in all aspects of social and economic development, urban construction and the improvement of the living environment. The sales of real estate become a hot topic today. Real estate sales staffs play an important role in sales. They are responsible for customer reception, consulting work, obtaining customers’needs, providing suitable housing, contributing to the purchasing contract. Sales staffs’behavior will affect the sales performance directly.The sales performance of the real estate industry is affected by many factors, this thesis discusses the relationship among emotional intelligence, emotional labor and sales performance of the real estate sales staffs from the micro-level, combines with the theory of emotional psychology and management theory, uses psychology theory solve management practice problems. Specifically, this thesis contains following aspects:analyze different demographic variables’(gender, age, marriage, education, work experience and position) effects on emotional intelligence, emotional labor and sales performance of sales staffs; analyze the relationship among emotional intelligence, emotional labor and sales performance; analyze whether emotional labor and its dimensions play intermediary roles between emotional intelligence and sales performance.The innovation of this thesis lies in: introduction mediating variables. On the study of the relationship of emotional intelligence and job performance, many scholars focused on discussing the direct relationship between them, the research which added moderator variables is little, and the mediator variables is rare less. This thesis adds intermediary variable, emotional labor, because the empirical research between emotional intelligence and emotional labor, emotional labor and job performance is too less, this research enriched the content of this field. This is the most important innovation. Another is selection the research object. This thesis does empirical research of the relationship among emotional intelligence, emotional labor relations and sales performance on real estate sales staffs, there is no such empirical research on emotional intelligence and sales performance in China.The research objects are residential housing sales staffs in Xi’an and Chengdu, with a total of170valid questionnaires. The reliability analysis and validity analysis meets the requirements. This thesis analyzes the influence of gender, marital status, educational background on emotional intelligence, emotional labor and sales performance by Independent Sample T Test, analyzes the influence of ages, years of working, job titles on them by ANOVA, tests the model by correlation analysis and regression analysis. The results are below.a. There is no significant difference in emotional intelligence and emotional labor on gender, marital status and educational background, but there are differences on ages, years of working, and job titles. There is no significant difference in sales performance on gender and education background, but there are differences on ages, marital status, years of working, and job titles.b. There is significant positive correlation between emotional intelligence and sales performance, and significant positive correlation among self-emotional adjustment, others emotional assessment, self-emotional usage and the sales performance, but the positive correlation between self-emotional adjustment and sales performance is not significant.c. There is significant correlation between emotional intelligence and emotional labor, in which the effect of the surface behavior is negative, but the effect of the deep behavior is positive. There is significant negative correlation among self-emotional adjustment, self-emotional usage and the surface behavior, but the correlation among self-emotional adjustment, self-emotional usage and the deep behavior is significant positive.d. There is significant correlation between emotional labor and sales performance, the correlation between deep behavior and sales performance is significant positive, the correlation between surface behavior and sales performance is negative, but not significant.e. Emotional labor and its two dimensions-surface behavior and deep behavior play a part intermediary role between emotional intelligence and sales performance. The regression coefficient between emotional intelligence and sales performance is reduced more with the added of deep behavior.So there is significant positive correlation between emotional intelligence and sales performance, especially the positive effect of emotional recognition, self-emotional usage and self-emotional adjustment on sales performance. These dimensions of emotional intelligence play significant role of predicting deep behavior, which has positive effect on sales performance. Thus, we suggest that real estate companies should take emotional intelligence into assessment if recruiting sales staffs, let sales staffs realize the importance of it.On corporate culture aspect, it should emphasize customer service, sales staffs should constantly adjust their own psychology followed organization’s rules and requirements, showing deep behavior to customers. Managers should take measures to defuse negative emotions of sales staffs, talk with them regular and non-regular, and support psychological counseling to sales staffs. Sales staffs should learn to use positive emotions, show customers their deep behavior, and provide customers with good service sincerely.