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The Impact of Emotional Intelligence on Customer Satisfaction and Repeat

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 SOUTH ASIAN JOURNAL OF MANAGEMENT

The Impact of Emotional Intelligence

on Customer Satisfaction and Repeat
Buying Behavior among Young
Consumers: An Assessment of the
Moderating Role of
Dental Health Consciousness†
Hemangi Bhalerao* and Kiran Sharma**

The healthcare industry in India is experiencing unparalleled growth and is estimated to grow
upto 75% by 2020. This study endeavors to explore the role of Emotional Intelligence (EI)
on customer satisfaction, perception of right choice and repeat buying behavior with dental
health consciousness as a moderating variable. Prior studies have explored customer satisfaction
and repeat buying behavior but none are in terms of EI and dental health consciousness. The
sample comprised of 262 management students. The study employed convenient sampling
technique and survey method for data collection. Data was analyzed using quantitative methods.
Results indicated that the relationship between EI and perception of right choice and repeat
buying behavior was moderated by the variable dental health consciousness. It suggests that
emotionally resilient and dental health conscious customers are more prone to indulge in
repeat buying behavior. The paper concludes with managerial implications.
Key Words: Customer Satisfaction, Dental Health Consciousness, Emotional Intelligence, India

INTRODUCTION
Healthcare industry in India is estimated to touch over United States Dollars (USD)
160 billion by 2017 and is likely to accomplish a phenomenal volume of over USD 280
billion by 2020 (“Healthcare Industry in India”, 2017). Within the broad category of
healthcare products in India, a considerable portion comprises of oral care product
market (dental care services and dental products). It is estimated to be recognized as
†
An earlier version of this paper was presented at the 12th SIMSR Global Marketing Conference on New Age
Customer-centric Marketing, organized by and held at K. J. Somaiya Institute of Management Studies and
Research (KJSIMSR), Mumbai, India, from February 9-10, 2017.
* Assistant Professor, K.J. Somaiya Institute of Management Studies and Research, Vidyavihar, Mumbai
400077, India. E-mail: hemangi@somaiya.edu
** Associate Professor, K.J.Somaiya Institute of Management Studies and Research, Vidyavihar, Mumbai 400077,
India. E-mail: kiransharma@somaiya.edu

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 THE IMPACT OF EMOTIONAL INTELLIGENCE ON CUSTOMER SATISFACTION
AND REPEAT BUYING BEHAVIOR AMONG YOUNG CONSUMERS: AN ASSESSMENT
OF THE MODERATING ROLE OF DENTAL HEALTH CONSCIOUSNESS

one of the leading overseas markets for oral care services and products from a single
nation. The dental equipment and materials required for oral care services captures a
market worth of USD 90 million annually (Akhter, 2014). India possesses well-qualified
dentists, over 300 dental institutes and more than 5000 oral care laboratories. Exporters
with desirable products, services and commitment can benefit from the profitable and
varied Indian market. In the category of dental care products, there are over a dozen
international and national brands besides various private labels offering various dental
products such as teeth whiteners, tooth-brushes, tooth-pastes, mouth wash, floss, etc.
These products are available across the counter in local shops, medical stores and
retail outlets. The present study focuses on this category of dental care products.

NEED FOR THE STUDY

According to reports by various agencies, it is projected that dental and oral care
product market in India is likely to advance at a rate of over 20% in the near future.
India has the highest population (356 million) amongst young consumers aged around
10 to 24 years (“About WDS and IDA”, n.d). Hence, it is believed that their choices
and preference will define the dynamics of growth for dental product market.

LITERATURE REVIEW
The literature review for this paper is organized in six parts. The first part establishes
customer satisfaction and repeat buying behavior as decisive criteria in firm’s success.
The second part elaborates the interplay of cognition and affect on customer satisfaction.
The third part introduces the concept of emotional intelligence as a variable denoting
individual differences in ability to deal with emotional data amongst consumers. The
fourth part establishes linkages between emotional intelligence and decision making.
The fifth part introduces dental health consciousness as a situational variable. The
last part proposes a theoretical framework by establishing inter-linkages between
emotional intelligence, dental health consciousness, customer satisfaction, perception
of right choice and repeat buying behavior.

CUSTOMER SATISFACTION AND REPEAT BUYING BEHAVIOR

Marketing theory and practice have begun to focus heavily on customer centric
approach. Marketers world over have started to recognize the significance of ‘Customer
Satisfaction’ and started augmenting it as decisive criteria leading to success of a firm
(Jones and Suh, 2000; Morgan, Anderson and Mittal, 2005; Burns and Neisner, 2006;
and Luo and Homburg, 2007). Researchers and marketers across the world frequently
use customer satisfaction as a perceptual metric for comprehending the varied aspects
of consumer behavior (Gustavo and Kevin, 2009) since its applicability spans across
diverse products and services with a notional justification (Gupta and Zeithaml, 2006;
Keiningham, Cooil, Aksoy, Andreassen, and Weiner, 2007; and Fornell, Rust and
Dekimpe, 2010). Despite the profusion of literature on customer satisfaction, a common

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agreed definition for customer satisfaction is still debated amongst researchers.

Customer satisfaction is an appraisal of value derived from the product after the
purchase as per the expectations formulated during the pre-purchase stage (Kotler,
1991). It is an assessment of service excellence on the whole (Menon and Dube,
2000). The apparent quality, usefulness and expectancy create an overall perception
of customer satisfaction (Fornell, Johnson, Anderson, Cha, and Bryant, 1996). However,
it is suggested that perceived quality, or the extent to which the product is customized
to meet the needs of a consumer, customer expectations, and customer satisfaction
are strongly driven by quality rather than value or price. Therefore, the inception of
customer expectation becomes an essential criteria governing customer satisfaction.
Giese and Cote’s (2000) defined customer satisfaction as “a response (cognitive or
affective) that pertains to a particular focus (i.e., a purchase experience and/or the
associated product) and occurs at a certain time (i.e., post-purchase, post-consumption)”
by using a multi-method study. The extent to which customer is satisfied with the
product or derives value from the product plays a decisive role in repeat buying behavior
of a customer (Palma, Hall, and Collart, 2011). Brand loyalty and repeat buying behavior
often have similar behavioral component but the mechanism underlying each dynamics
are quite different (Jacoby and Kyner, 1973). In special cases, particularly with regards
to products of lower priced products, lesser involvement and frequent purchases, brand
loyalty resonates in repeat buying behavior (Kumar, Ghosh, and Tellis, 1992). Customers
are likely to engage in repeat-buying behavior or switch brand purely due to product
characteristic irrespective of the market-share of the brand (Ehrenberg, Goodhardt,
and Barwise, 1990). Thus, organizations will benefit from understanding and managing
the dynamics of customer satisfaction and repeat buying behavior of consumer.

COGNITION, AFFECT AND CUSTOMER SATISFACTION

After substantial time frames wherein it was implicit that consumers use utilitarian
principle in choosing products based on their characteristics and value, there has
been a significant shift in the paradigm in the last 20 years. Product features, brands
and marketing stimuli have created emotional response and appealed to emotions of
consumers. Researchers have started focusing on the mechanism underlying this
phenomenon (Holbrook and Hirschman, 1982). Customer satisfaction is conceptualized
in academic literature in two ways: service encounter or transaction-specific satisfaction
(Cronin and Taylor, 1992; and Boshoff and Gray, 2004) and cumulative or overall
satisfaction (Cronin and Taylor, 1994; Shankar Smith and Rangaswamy, 2003; and Yi
and La, 2004). Thus, the customer satisfaction will include a cognitive or perceptual
part (which reconciles expectations with actual product performance) and an affective
or emotional part such as feelings (e.g., happiness, delight, excitement, aversion, etc.)
elicited during the purchase and utilization of product or service (Smith and Bolton,
2002; and Homburg, Koschate and Hoyer, 2006). The emotional component (e.g.,
delight, shock, satisfaction, guilt, remorse, etc.) plays a crucial role during conception

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 THE IMPACT OF EMOTIONAL INTELLIGENCE ON CUSTOMER SATISFACTION
AND REPEAT BUYING BEHAVIOR AMONG YOUNG CONSUMERS: AN ASSESSMENT
OF THE MODERATING ROLE OF DENTAL HEALTH CONSCIOUSNESS

of satisfaction (Homburg, Koschate and Hoyer, 2006) and also predicts satisfaction
(Westbrook and Oliver, 1991; Oliver, 1993; Fournier and Mick, 1999; and Soderlund
and Rosengren, 2004). McEwen and Fleming (2003) suggested that consumer behavior
could not simply be an outcome of customer satisfaction but is rather due to emotional
association with the customer. Bei and Chiao (2001) suggests that satisfaction indicates
the emotional attachment to the product or service. Several studies have indicated
that customers switch to a competitor for various reasons which may not have an
affective connotation (Reichheld and Teal, 1996; Szymanski and Henard, 2001;
Chandrashekharan, Rotte, Stephen, and Grewal, 2007). Barsky and Nash (2002) feel
that the construct of customer satisfaction cannot be fully comprehended without
understanding consumer emotions (Liljander and Strandvik, 1997; Cronin, Brady,
and Hult, 2000) since cognitive and affective reactions have unique and dissimilar
effects during satisfaction formation.
Affect has surfaced as a significant topic in the area of satisfaction research.
However, significance of service quality and customer taste hasn’t been fully uncovered
in terms of empirical evidence (Gronroos, 2001). There are numerous studies to unravel
the configuration of emotions and shaping of emotions experienced by consumers.
However, there is little research done to explore the association of affect and post-
consumption variables such as satisfaction and consumer intent on future behavior
(Liljander and Bergenwall, 2002). In spite of an ongoing argument on the exact nature
of association between affect and customer satisfaction, it has been established that
affect forms a core component of consumer satisfaction (Oliver and Westbrook, 1993;
Strauss and Neuhaus, 1997; and Barsky and Nash, 2002). Therefore it has been
recommended that instruments to measure customer satisfaction should be
supplemented by an affective component or a scale (Mattila, 2001; Yu and Dean,
2001; and Barsky and Nash, 2002). The review suggests that both affect and cognition
are integral component of product evaluation and they predict consumer behavior
albeit in a different manner.

EMOTIONAL INTELLIGENCE
Intelligence was theorized to encompass three aspects, capacity to comprehend and
deal with ideas (abstract intelligence), tangible entities (mechanical intelligence)
and humans (social intelligence) (Thorndike, 1920). Jung (1921) suggested that some
individuals operate on affective function to comprehend reality that is “thinking with
their hearts”. Emotions were suggested important in intellectual functioning by
Thorndike (1921), followed by Guilford (1956), and later, by Gardner (1983). Life
tasks and constructive thinking are laden with affective information and people are
differentially able in processing such information (Cantor, Norem, Niedenthal, Langston,
and Brower, 1987; and Eptein, 1984). This created a need to conduct research on the
role of affect in intelligence. The term Emotional Intelligence (EI) appeared into

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mainstream research since 1990 (Mayer, DiPaolo and Salovey, 1990; Salovey and Mayer,
1990) from research studies on the role of affect on cognition. Reference to this concept
was sporadic and inconsistent before 1990. The term was used by a literary critic (Van
Ghent, 1953), subsequently in an article on motherhood (Leuner, 1965) and later in a
dissertation by Payne (1986), who suggested that “the mass suppression of emotion
throughout the civilized world has stifled our growth emotionally.” The concept of
emotional literacy was proposed and it was suggested that emotional awareness was
an essential ingredient of a person’s well-being (Steiner, 1984, 1986 and 2003; Steiner
and Perry, 1997). A general model of emotional competence was proposed for
ascertaining its role in development of a child (Saarni, 1997, 1999). In the tradition of
conventional intelligence, it was proposed by Gardner (1993) that awareness of one’s
feeling lays the foundation of intrapersonal intelligence. Since them, emerging
literature indicates that the construct have been labeled with disparate terminology,
such as emotional intelligence (Salovey and Mayer, 1990; and Goleman, 1995),
emotional literacy (Cooper and Sawaf, 1997), emotional quotient (Cooper, 1997), and
personal intelligences (Gardner, 1983).
Currently there are three predominant models. The first model considers EI as a
trait which has a psychological basis of well being and comprise of an individual’s
ability to deal with strain and daily irritants (Bar-On, 1997). The second model proposes
EI as an acquired competency or a potential to master range of competencies that
predicts excellence at workplace (Goleman, 1995). The third model proposes EI as an
intellectual capability and distinctive intelligence encompassing measurable
proficiencies in four areas of performance. It involves adeptness at recognition of
emotions, application of emotions in thinking, comprehension of emotional intricacies,
discrimination between stages of emotions, and integration of data and emotions to
devise effective problem solving strategies. This model suggests that emotions can be
an ally to rationality rather than an adversary (Mayer, Salovey, Caruso, and Sitarenios,
2003).
The review suggests that consumers are likely to be differentially able in their
ability to deal with emotional data and hence marketers could benefit from
understanding these differences in designing their marketing strategy.

EMOTIONAL INTELLIGENCE AND DECISION MAKING

Emotions control and regulate action and people resort to internal mechanisms while
making decisions about their actions. It is argued that emotional encounters are handled
distinctly than rational information. The EI theory suggests that both the cognitive
and affective centers of the brain work in tandem to strike a balance between rationality
and emotionality (Goleman, 1995, 1998). It is suggested that emotional adaptability
and resilience facilitate decision making. It is proposed that emotional intelligence
may help to choose wisely from various alternatives since it mobilizes and engages
analytical mind, senses, intuition and emotions (Cooper and Sawaf, 1997). People

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 THE IMPACT OF EMOTIONAL INTELLIGENCE ON CUSTOMER SATISFACTION
AND REPEAT BUYING BEHAVIOR AMONG YOUNG CONSUMERS: AN ASSESSMENT
OF THE MODERATING ROLE OF DENTAL HEALTH CONSCIOUSNESS

often anticipate those emotions which the outcome of their decisions may trigger
before they make conclusive choices. Decision-makers envisage emotions before the
decision is actually materialized. They feel those emotions during the outcome of
their decisions, and recollect them from their memory when they ruminate over either
good or bad past decisions. Research in the field of behavioral decision suggests that
emotions anticipated in future or those experienced due to past decisions, considerably
regulate behavior (Mellers, Schwartz and Ritov, 1999).
Sharma, Joshi and Kumar (2015) noted that consumers sometimes feel their inability
to resist impulse purchase behavior, often experience guilt, and then regret after such
indulgences. Thus, reasoning has its power and value only in the context of emotions.
Therefore, use of emotions can be more authentic than thought and reason (Cooper
and Sawaf, 1997).
It has been found that there are dissimilarities amongst individuals in terms of the
way they evaluate the future consequence of their decisions. It is established that
individuals vary in terms of how they deal with emotions and reflect over effect of
their decision. These dissimilarities have its origin in their post-decisional emotional
encounters (Strathman, Gleicher, Boninger and Edwards, 1994). Extant research
indicates that people differ systematically in their ability to experience emotions, discern
between them and process them. There is a requirement to study the individual
differences in the way people manage their decision emotions (Winter and Kuiper,
1997).
The above review suggests that an area of research still untapped in consumer
behavior is ability differences amongst consumers, particularly with regards to emotions.
Customers (consumers) differ not only in their ability to evaluate a product intelligently
but also in comprehending subtle emotional cues and trajectories. Thus, emotionally
intelligent consumers may be able to discern emotional cues in marketing and
advertising messages and choose in a mature manner.

DENTAL HEALTH CONSCIOUSNESS

Health consciousness is a keen willingness to initiate health actions (Becker, Maiman,
Kirscht, Haefner and Drachman,1977). Health conscious consumers are attentive to
and take care about their health. They are enthusiastically inclined to advance and/
or uphold their health, and quality of life. They are self-conscious about their health,
engage in healthy behaviors and persevere to prevent ill health (Gould, 1988; Plank
and Gould, 1990; Kraft and Goodell, 1993; and Newsom McFarland, Kaplan, Huguet
and Zani, 2005). Health conscious individuals are alert and aware about nutrition
and physical fitness (Kraft and Goodell, 1993). Health consciousness has been found
to predict the attitudes, intentions and the purchase of organic foods (Magnusson,
Avrola, Hursti Koivisto, Aberg and Sjoden, 2001; Magnusson, Avrola, Hursti Koivisto,
Aberg and Sjoden, 2003). An important aspect of overall health are dental health and
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hygiene. It touches each sphere of our existence but is often compromised. While it
reflects well-being and vigor, it has been found to indicate nutritional deficiencies or
general infection. Systemic diseases impacting the entire body may first appear as
mouth lesions or other oral problems. Dental problems have both financial and social
ramifications. Oral health is determined by alcohol use, diet, hygiene, smoking, and
stress and trauma and these causes are common to a number of other chronic diseases.
Thus, dental health consciousness must integrate these messages rather than separating
them (Sheiham and Watt, 2000). The authors of this study have framed a construct,
Dental Health Consciousness (DHC) which has been adapted from the construct of
Health consciousness. It indicates awareness, consciousness and readiness to improve
quality of their dental health. Dental Health Consciousness in consumers may develop
due to habits inculcated by parents, dental health problems and pain experienced
during formative years. Thus, underlying the Dental Health Consciousness is an
embedded emotional experience which drives alertness and mature decision making
in future, towards purchase of dental products.

THEORETICAL FRAMEWORK
Today there are many brands offering hundreds of dental health products. Modern
day consumers have greater opportunity to exercise discretion in choosing dental
products that appeal to their senses, and are affordable. Consumers actively seek
products that are value proposition to dental health and well being. It can be intuitively
inferred that emotionally adept individuals may experience the right emotion in the
correct manner, for the right reasons, and with good effect (Averill, 2004). Emotional
experience such as fear of pain and the actual pain, and habits in formative years also
markedly shape consumer health consciousness. Emotionally intelligent consumers
are likely to make informed and mature purchase decisions, and hence experience
higher level of satisfaction and engage in repeat buying behavior.

OBJECTIVE OF THE STUDY

The objective of this study was to explore role of emotional intelligence and dental
health consciousness on customer satisfaction and repeat buying behavior.

METHOD AND PROCEDURE USED

Sample
Data was collected from full time students of two-years Masters in Management Studies
(MMS) and Post Graduate Diploma in Management (PGDM) program. The sample
comprised of both day scholars and residential students. There are not prescribed age
cut-offs for pursuing these programs. The eligibility criterion for admission is a bachelor’s
degree however there is no upper limit specified for admission. Researcher personally
met the sample population and requested them to participate in this study. The
participants were assured of total confidentiality of their responses. Participants could

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AND REPEAT BUYING BEHAVIOR AMONG YOUNG CONSUMERS: AN ASSESSMENT
OF THE MODERATING ROLE OF DENTAL HEALTH CONSCIOUSNESS

exercise choice to decide on the extent to which wished to respond. A total of 400
forms were distributed and finally 262 were accepted after rejecting forms that were
incomplete or inappropriately filled, thus, yielding a response rate of 65.5%.
CONTROL CONDITION
All students personally chose their dental products.
RESEARCH DESIGN
The research was quantitative and data was collected using survey method and
convenience sampling technique. The participants answered a questionnaire which
was self-reported.
RESEARCH MODEL
The proposed research model is presented in Figure 1.

Figure 1: Proposed Research Model

MV
Dental Health
Consciousness

IV DV
Emotional Customer Satisfaction
Intelligence • Overall Satisfaction
• Attention • Right Choice
• Clarity • Repeat Buying Behavior
• Repair

Source: Authors’ Analysis

MEASURES
The following measures were used in this study:
1. Trait Meta-Mood Scale (TMMS) (Salovey, Mayer, Goldman, Turvey and Palfai,
1995). This scale had 23 positive worded items to capture three sub-factors
Attention (EI_Att), Clarity (EI_C) and Repair (EI_R). The participants
responded on a 5-point Likert type scale (1 = Strongly disagree to 5 = Strongly
agree). The scale reliability was 0.69 in the study.

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2. Dental Health Consciousness Scale (DHC): The dental health consciousness

was adapted from Health Consciousness Scale (Gould, 1988) to tap the overall
alertness, self-consciousness, involvement and self-monitoring of one’s dental
health. The scale had 9 items and participants responded on a 5-point Likert
type scale (1 = Strongly disagree to 5 = Strongly agree). The scale reliability
was 0.85 in the study.
3. Customer Satisfaction Scale (Fornell et al., 1996): As customer satisfaction is
perceived as being both an evaluative and emotion-based response (Oliver,
1997), two sets of items were employed. The first set, of “emotion-based”
measures was adapted from Westbrook and Oliver (1991), and the second
“evaluative” set of satisfaction measures was adapted from Cronin, Brady
and Hult (2000). The scale had seven items to capture three factors – Overall
satisfaction (CS_OS), perception of wise choice (CS_RC), and repeat buying
inclination (CS_RB). The participants responded on a 5-point Likert type
scale (1 = Strongly disagree to 5 = Strongly agree). The scale reliability was
0.86 in the study.

RESULTS
The research model was tested using SPSS 12.0 software for moderation effect as
recommended by Hayes (2013). Table 1, Table 2 and Table 3 present demographic
details, descriptive statistics and the correlation matrix respectively for sample size of

Table 1: Demographic Details

Number

Gender Male 130

Female 132

Educational Diploma 1

Degree 173

Masters 84

Doctorate 1

Missing 3

Age 21-25 234

26-30 26

31-35 1

36-40 1
Source: Authors’ Calculations

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 THE IMPACT OF EMOTIONAL INTELLIGENCE ON CUSTOMER SATISFACTION
AND REPEAT BUYING BEHAVIOR AMONG YOUNG CONSUMERS: AN ASSESSMENT
OF THE MODERATING ROLE OF DENTAL HEALTH CONSCIOUSNESS

Table 2: Descriptive Statistics (N=262)

Minimum Maximum Mean Std. Deviation
Attention (EI_Att) 1.50 4.60 2.65 0.55
Clarity (EI_C) 1.86 4.71 3.31 0.54
Repair (EI_R) 1.80 5.00 3.50 0.62
Dental Health Consciousness (DHC) 1.11 5.00 3.14 0.68
Overall Satisfaction (CS_OS) 1.00 5.00 3.81 0.73
Right Choice (CS_RC) 1.00 5.00 3.73 0.59
Repeat Buying Behavior (CS_RB) 1.00 5.00 3.66 0.75
Note: N=262.
Source: Authors’ Calculations

Table 3: Correlation Matrix

1 2 3 4 5 6 7
Attention (EI_Att) 1
Clarity (EI_C) –0.05 1
Repair (EI_R) –0.09 0.47** 1
Dental Health –0.12* 0.17** 0.12 1
Consciousness (DHC)
Overall Satisfaction –0.06 0.13* 0.14* 0.08 1
(CS_OS)
Right Choice (CS_RC) –0.05 0.13* 0.11 0.19** 0.66** 1
Repeat Buying Behavior –014* 0.17** 0.08 0.24** 0.47** 0.62** 1
(CS_RB)
Note: N=262, * p<0.05, **p<0.01.
Source: Authors’ Calculations

N=262. Table 4 presents the results of the Hierarchical Regression analysis after controlling
for the Age, Gender, Qualification and Work Experience. The moderation results showed
significant interaction effect for N = 258 (as the demographic details were missing for
few participants). Moderation analysis is used to determine whether the relationship
between two variables depends on (or is moderated by) the value of a third variable, and
this helps to ascertain whether its presence has changed direction or magnitude of the
relationship between two variables. Moreover, a moderator analysis is driven by the theory
and postulated hypotheses. This paper suggests that the relationship between (EI)
personality variable and consumer behavior may not be simplistically understood or tested
statistically through a regression analysis. It is theorized that Dental Health Consciousness
as the third variable may impose a boundary condition on their relationship.
It was found that Dental Health Consciousness did not significantly moderate the
relationship between Emotional Intelligence and Overall Customer satisfaction
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(R2=0.07, N=258, F=1.737, p=0.066). It was found that Dental Health Consciousness
significantly moderated the relationship between Emotional Intelligence and perception
of right choice (R2=0.10, N=258, F=2.565, p<0.01) however the standardized beta
were not significant for any of the moderation terms.

Table 4: Hierarchical Regression with Emotional Intelligence as Independent

Variable, Dental Health Consciousness as Moderating variable and Repeat
Buying behavior as dependent variable (R2=0.139, F=3.51, p<0.001)

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AND REPEAT BUYING BEHAVIOR AMONG YOUNG CONSUMERS: AN ASSESSMENT
OF THE MODERATING ROLE OF DENTAL HEALTH CONSCIOUSNESS

It was found that Dental Health Consciousness significantly moderated the

relationship between Emotional Intelligence and Repeat buying behavior (R2=0.139,
N=258, F=3.51, p<0.001) and the moderation effect was significant for factor EI_R
( =1.326, t=2.434, p<0.05) (Refer to Table 4).

DISCUSSION
The overall results strongly indicate that the personality variable EI does not directly
impact the outcome variables overall customer satisfaction, perception of right choice
and repeat buying behavior. However, as theorized, significant moderation effect was
observed and it clarified that the nature and the intensity of the effect is differentiated
across the three outcome variables. The following discussions attempts to discuss the
nature of the relationship for each of the three dependent variables
Firstly, Dental Health Consciousness did not significantly moderate the relationship
between Emotional Intelligence and Overall Customer satisfaction. This result has
both intuitive and theoretical appeal since customer satisfaction is operant and
consumers may base their evaluation on more potent product related factors such
product features, price, substitutability, me-too products, availability, awareness, new
variants, etc.
Secondly, it was found that the relationship between EI and perception of right
choice was significantly moderated by Dental Health Consciousness. The authors
posit that even though the F-value has been found to be significant, yet it tends to be
insignificant within the three moderated terms. It is therefore suggested that the sub-
factors of emotional intelligence may be operating in some distilled combination that
facilitates decision making and hence a exhibit a strong moderation effect. There is
need to study this relationship through other models of EI such as the factors captured
by the ability based model (MSCEIT) by Mayer, Salovey and Caruso (2002). It may
help to understand the role of emotional abilities in decision making. Therefore, the
authors suggest that this research gap may be explored in future.
Lastly, it was found that the relationship between EI and repeat buying behavior
was significantly moderated by Dental Health Consciousness and the moderation was
significant for the factor EI_Repair. The results suggest that emotionally resilient and
dental health conscious customers are more likely to engage in repeat buying. This
study attempts to interpret the results in lieu of product category, store atmospherics
and buying behavior in India. The academic literature on consumer behavior suggests
that consumer attitudes can be mapped along bi-dimensional continuum. This is
because consumers procure merchandize and avail services which are consumed for
two basic reasons: (1) “consummatory affective” (hedonic gratification of their senses;
and (2) “instrumental, utilitarian reasons concerned with expectations of
consequences” which are driven by practical and non-sensory concerns (Millar and

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Tesser 1986; Triandis 1977; and Holbrook and Hirschman, 1982). Consumers cognitively
evaluate products for functional reasons (value proposition) and hedonic reasons
(pleasantness and agreeableness). These parameters assess in a unique and differential
manner the overall goodness of product. The functional and hedonic dimensions are
neither mutually exclusive/consistent nor equally salient. Products which are practical
and useful are more relevant on utilitarian dimension and those which cater to sense
of fun and pleasure are more salient on the hedonic dimension (Batra and Ahtola,
1991). Although dental products may provide hedonic pleasure due to refreshing and
tantalizing taste, the general dental hygiene and health of teeth will demand functional
and utilitarian evaluation of product. Thus, in this study, DHC has emerged as a
significant moderator in support of this premise.
Research in store atmospherics have found that excitement and spending amongst
customers can be stimulated by pleasurable store ambience and enjoyment (Turley
and Milliman, 2000). In India, dental products are available in local shops, medical
stores and retail outlets. The first two options are often crowded and there is little
space to enjoy the environment thus leading consumers to quickly choose a product
without much deliberation.
In a research conducted in India, it was found that quality of tooth paste was
prime factor governing consumer preference and consumers were reluctant to change
the brand (Shanthi and Asokan, 2016). Arora (1997) concluded that the intention to
purchase dental products is primarily dependent on the recommendation of the dentist
and very often customers are reluctant to try new products. Sharma, Joshi and Kumar
(2015) suggest that customers are likely to be more spontaneous in their buying behavior
to alleviate stress and extend their positive mood states. However, dental health
category does not warrant such behavior since wrong and impulsive purchases may
compromise dental health and deal with associated pain. This suggests that consumers
may be choosing product purely on their prior experience or recommendation of
professional such as a dentist or a trusted friend. These recommendations also contribute
to the overall dental health consciousness and hence Dental Health Consciousness
has emerged salient in our study.
Our results corroborate and hence it may be deduced that emotionally intelligent
individuals are regulated in their emotions and hence exercise informed choice in
their purchases. Moreover, the emotional repair may help them to have realistic
expectations in terms of time and expected outcomes from dental products and hence
willingness to give a second chance for a repeat purchase.

LIMITATIONS OF THE STUDY

The authors have studied overall customer satisfaction and repeat buying behavior of
dental products as a category hence there is a need to study the category separately
across its product width.
Volume 24
100 No. 4
 THE IMPACT OF EMOTIONAL INTELLIGENCE ON CUSTOMER SATISFACTION
AND REPEAT BUYING BEHAVIOR AMONG YOUNG CONSUMERS: AN ASSESSMENT
OF THE MODERATING ROLE OF DENTAL HEALTH CONSCIOUSNESS

IMPLICATIONS FOR PRACTICE

The study reveals significance of dental health consciousness in consumer buying
behavior which marketers need to consider while pursuing their marketing strategy.
The dental products category is a limited area than other product categories. The
more broadly defined each area is, the greater the chances are that an individual will
exert influence in m ore than one such area.T his m ay account for generalized opinion
leaders that m ay or m ay not subscribe to certain com binations of product categories
(K ing and Sum m ers, 1970). M ost of the advertisem ent cam paigns in India prom ote
productssuch astooth-paste and tooth-brush.T here isa lotofscope forraising aw areness
am ong Indian consum ers regarding other dental products such as floss, m outh w ash,
etc
T he results indicate that em otionally resilient and dental health conscious
consum ersare likely to engage in repeatbuying behavior.T hus,dentalhealth aw areness
m ust not only raise aw areness of each product but m ust also sensitize consum ers in
term s of necessary tim e fram es and possible discom fort w hile using certain dental
products. T his w ill enable building resilience and com m itm ent to continue the use
the product.

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