Abstract
Today
the service employees who are working in the organized retail sector have been
evaluated with a new yard stick which none other his or her emotional
intelligence. The emotional intelligence of a person has been known as the key
determinant of individual behavior mainly in the performance aspects. When a
salesperson entered in an organized retail outlet, he or she is about to
appraise of the duties and responsibilities which he or she has to perform at
the service counter. The performance of a salesperson in any organized retail
outlets depends on the way the role he or she performs is assigned. There comes
the importance of studying the role efficacy of the salesperson. Although role
efficacy has been incorporated into the work of the many jobs in the hospitality
sector, minimal research has been conducted to assess the influence of
emotional intelligence on role efficacy in the retail outlets. In this study
the researcher had taken samples from those salespersons who were working in
the Jewellery sector. 72 salespersons working in the organized retail outlets
in Malabar region in Kerala was taken as the respondents in this study. Primary
data was collected by using a structured questionnaire. The secondary data was
collected from various journals, books, and websites etc. The study reveals
that there exists a positive relationship between emotional intelligence and
role efficacy. The findings of the study have helped the researcher to provide
some suggestions to the management which might help the salespersons to perform
better in their work environment.