The Effect of Cultural Intelligence on the Identification of New Customers in Tejarat Bank of Ardabil Province

The present study has been investigated the effect of cultural intelligence dimensions (Metacognitive, cognitive, behavioral and motivational) on the absorption of customers. The research has performed based on the data was collected in a sample of 142 individuals in Tejarat Bank of Ardabil province in the first half of 2013. The type of research method is descriptive - applied from correlation. The standard questionnaire Early and Ang was used to measure cultural intelligence and the Mohaghegh questionnaire to measure the absorption of customer. The professors were provided both questions in the form of a questionnaire and the reliability and validity was confirmed with Cronbachʹs alpha coefficient 0.89. Results of analysis obtained spearman correlation test showed that the cultural intelligence and its dimensions (Cognitive, metacognitive, behavioral and motivational) has a significant positive effect on the absorption of new customers that cognitive has the most correlation (0.183) and behavioral dimension has the lowest (0.149) with customers absorption. The dimensions priority respectively included cognitive, behavioral, motivational and metacognitive was obtained from Friedman test that the cognitive dimension the most and metacognitive has the lowest effect on the customersʹ absorption. Therefore, cultural intelligence is as an effective factor in attracting customers.