Emotional Intelligence Training for Front-Line Bank Staff: Impact on Customer Retention Metrics

This quantitative study examines the impact of Emotional Intelligence (EI) training on customer retention among front-line employees in the banking sector. Data were collected from 374 staff members working in public, private and cooperative banks in three Indian metropolitan regions using a standardised questionnaire administered before and after an EI training programme. EI was assessed through four core dimensions – self-awareness, self-regulation, empathy and relationship management – and linked with customer retention indicators such as repeat visits, customer satisfaction ratings and complaint levels drawn from customer relationship management records. Structural equation modelling showed that all four EI dimensions have a significant positive effect on customer retention outcomes, with relationship management and empathy emerging as the strongest predictors. Employees who improved their EI after training reported better control over emotions in service encounters, greater sensitivity to customer needs and stronger ability to build long-term relationships. These changes were associated with higher post-training satisfaction scores, more repeat business and fewer complaints. The findings highlight EI training as a strategic human resource intervention that can enhance service quality, deepen customer relationships and strengthen competitive position in a high-contact service industry such as banking. Future research should adopt longitudinal designs to examine the durability of these effects over time.