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Bridging Emotional Intelligence: Applications in Psychology through the Schutte Emotional Intelligence Scale (SEIS) in Thai Private Hospital Customers

Author

Listed:
  • Thanuset Chokpiriyawat

    (Faculty of Business Administration and Accountancy, Khonkaen University, Thailand)

  • Kampanat Siriyota

    (Faculty of Business Administration and Accountancy, Khonkaen University, Thailand)

Abstract

This study explores the implications of emotional intelligence (EI) in marketing communication. The research aims to bridge these disciplines by applying the Schutte Emotional Intelligence Scale (SEIS) in service marketing. The study employs the 33-item SEIS, translated and culturally adapted for use in Thai. The multistage sampling of 600 respondents explores Confirmatory Factor Analysis confirmed four dimensions with acceptable reliability and validity: ?2/df = 2.467, GFI = .909, CFI = .961, RMSEA = .049, and SRMR = .029. This research bridges EI's theoretical and practical applications in psychology and marketing communication, emphasising EI's role in shaping consumer experiences and improving customer relationships. It also enhances its cultural relevance for future research and applications.

Suggested Citation

  • Thanuset Chokpiriyawat & Kampanat Siriyota, 2024. "Bridging Emotional Intelligence: Applications in Psychology through the Schutte Emotional Intelligence Scale (SEIS) in Thai Private Hospital Customers," International Review of Management and Marketing, Econjournals, vol. 14(5), pages 107-112, September.
    • Handle: RePEc:eco:journ3:2024-05-12
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    References listed on IDEAS

    as
    1. Hongmin Ahn, 2022. "Emotional Intelligence as a Personality Trait That Predicts Consumption Behavior: The Role of Consumer Emotional Intelligence in Persuasive Communication," Sustainability, MDPI, vol. 14(22), pages 1-11, November.
    2. Xu, Xing'an & Liu, Juan & Gursoy, Dogan, 2022. "Emotional intelligence similarity in service recovery," Annals of Tourism Research, Elsevier, vol. 96(C).
    3. George Kankam & Isaac Tetteh Charnor, 2023. "Emotional intelligence and consumer decision-making styles: the mediating role of brand trust and brand loyalty," Future Business Journal, Springer, vol. 9(1), pages 1-11, December.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    Emotional Intelligence; Schutte EI Scale; Service Marketing; Consumer Behavior;
    All these keywords.

    JEL classification:

    • M1 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

    Statistics

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