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.