The purpose of this study was to empirically explore the emotional intelligence of employees engaged in the service industry who encounter customers directly at large shopping malls, customer-oriented sales behavior, the customer-member exchange relationship, and the structural relationship between work engagement. This study used 276 valid questionnaires for employees working at large shopping malls for conducting an empirical analysis. The emotional intelligence presented in the research model of this study was shown to have a positive effect on customer-oriented sales behavior, and the interaction between customermember relationship in relation to emotional intelligence and customer-oriented sales behavior was also shown to have a positive effect on the mediated effect. However, the work engagement was found to have no effect on customer-oriented sales behavior unlike expected, and the relationship between emotional intelligence and customer-oriented sales behavior was not mediated. Based on the results of this empirical analysis, this study provided practical implications that employees in the service sector who face customers directly should enhance their emotional intelligence to have a positive impact on customer-oriented sales behavior and to enhance the customer-member relationship as well as improve their work engagement. This study is meaningful in that the structural relationship between emotional intelligence of employees and customer-oriented sales behavior was empirically analyzed.