What is it about?
The findings indicate that emotional intelligence skills can be leveraged to improve relationship marketing outcomes and that family businesses should prioritize training themselves and employees with strong social competencies to improve their relationship marketing outcomes. Furthermore, the study highlights the importance of emotional intelligence in building long-term relationships with customers and increasing the longevity of family businesses.
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Why is it important?
This study is important for several reasons: Enhancing Family Business Success: Family businesses are a vital part of many economies, and their longevity and success are crucial. This study investigates how emotional intelligence (EI) in family members can positively impact relationships with stakeholders and contribute to the long-term success of these businesses. Unique Regional Perspective: By focusing on family businesses in Mexico, the study offers a fresh perspective that diverges from the more common research settings in highly developed or major developing economies. This regional context is important, especially in light of Mexico's growing significance in global procurement and international relationships. Practical Insights: The findings of this study provide practical insights for family businesses worldwide. Understanding the role of EI and relationship marketing can help these businesses navigate the complexities of family dynamics while building and maintaining strong connections with customers and suppliers. Mixed-Methods Approach: The use of a mixed-methods approach, combining quantitative and qualitative research, adds depth and richness to the findings, making them more applicable and valuable for both researchers and practitioners.
Perspectives
What makes this study original is its integration of emotional intelligence (EI) and relationship marketing (RM) within the context of family businesses in Mexico, an under-researched region despite its growing global economic relevance. While most prior research focuses on developed economies like the USA, UK, or emerging giants such as China and India, our work addresses a critical gap by exploring how EI-driven strategies can enhance both internal and external relationships to secure long-term business longevity. Our mixed-method approach that combines quantitative analysis with qualitative insights offers a deep understanding of how social competencies of EI (e.g., empathy, relationship management) influence RM outcomes such as customer loyalty and retention. This dual perspective not only validates the link between EI and RM but also reveals how emotional dynamics within family firms can either foster or hinder success across generations. By situating these findings in a culturally distinctive setting, we provide actionable insights for family businesses worldwide on leveraging EI as a strategic tool for sustainability.
Assoc. Prof. Dr. Gökhan Aydin
University of Brighton
Read the Original
This page is a summary of: Longevity through emotional intelligence: a relationship marketing approach in family businesses, Journal of Family Business Management, May 2023, Emerald,
DOI: 10.1108/jfbm-01-2023-0007.
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