THE ROLE OF EMOTIONAL INTELLIGENCE IN ENHANCING CUSTOMER SERVICE EXPERIENCE IN 4 STAR HOTELS WITHIN BAUCHI METROPOLIS

ABSTRACT The hospitality industry thrives on the quality of interactions between service providers and customers, making emotional intelligence a vital competency for delivering exceptional customer service experiences. This study investigates the role of emotional intelligence in enhancing customer service experience in 4-star hotels within Bauchi Metropolis. The research aims to examine how emotional intelligence competencies such as self-awareness, self-regulation, motivation, empathy, and social skills influence employees’ ability to understand and respond effectively to customer needs and emotions. A descriptive research design was adopted, and data were collected through structured questionnaires and interviews administered to 85 respondents consisting of hotel employees and customers across selected 4-star hotels in the metropolis. The study employs quantitative analytical technique through the use of a likert scale questionnaire to determine the relationship between employees’ emotional intelligence levels and the overall quality of customer service delivery. Findings showed that roles of emotional intelligence in delivering satisfactory service to customer are ability de-escalate or minimize tense situations with customers; ability to handle customer complaints; keeping calm and composed when dealing with difficult customers; helps staffs to communicate clearly and respectfully with customers. The study also highlighted the challenges and barriers for implementing emotional intelligence in 4-star hotels which are lack of awareness about emotional intelligence among staff; resistance from employees to adopt emotional intelligence practices; as well as the staff been more focused on task completion than emotional connection with guests. The study also identified the strategies of overcoming the challenges and barriers for implementing emotional intelligence in 4 star hotels, which are mentorship and coaching programs; incentives or recognition programs; integration of emotional intelligence into performance appraisals; and emotional intelligence should be a part of the hiring criteria. The study concludes by recommending strategies for integrating emotional intelligence training into employee development programs to foster improved service delivery and competitive advantage within the hospitality sector in Bauchi Metropolis.