EMPLOYEE EMOTIONAL INTELLIGENCE AND CONSUMER TRUST ON E-COMMERCE BUSINESSES IN NIGERIA

Abstract

This study investigated how employees' emotional intelligence affects consumer trust in e- commerce businesses in Nigeria. Specifically, the study examined the influence of employee self-awareness, self-regulation, and empathy on consumers' trust in online platforms. A cross-sectional survey research design was adopted to obtain quantitative data from consumers who had interacted with customer service personnel of leading Nigerian e-commerce platforms, including Jumia and Konga. Given the large and indefinite nature of the target population, the Cochran formula was used to determine a sample size of 384 respondents. Out of the questionnaires administered, 295 valid responses were retrieved and analysed using the Statistical Package for the Social Sciences (SPSS). Descriptive statistics and multiple regression analysis were employed to analyse the data. The findings showed that all three dimensions of emotional intelligence, namely: self-awareness, self- regulation, and empathy, positively and significantly influence consumer trust. Among these, empathy was found to have the strongest effect, followed by self-regulation and self- awareness. The results suggest that when employees demonstrate emotional intelligence in their interactions with customers, they foster greater confidence, satisfaction, and trust in online transactions. Therefore, the study recommends that e-commerce firms invest in continuous emotional intelligence training, promote empathetic and customer-centred communication, and strengthen customer relationship management practices to enhance consumer trust, encourage repeat patronage, and sustain long-term business success.