Publicação
Examining the influence of multi-sensory marketing techniques on customer experience and perceived service quality in the paediatric department of Hospital de Luz in Lisbon
| Resumo: | This research examines the influence of multi-sensory marketing techniques on customer experience in the pediatric department of Hospital da Luz Lisboa. Employing a qualitative ethnographic approach over three weeks, the study examines how visual, auditory, olfactory, and tactile stimuli affect the emotional and psychological well-being of pediatric patients and caregivers. Thematic analysis from observations, focus group, and interviews indicates that multi-sensory marketing substantially enhances customer experience by reducing anxiety, increasing emotional comfort and improving perceptions of a welcoming environment. The findings advocate for the strategic implementation of sensory marketing to create comforting healthcare spaces, improving patient satisfaction and caregiver trust. Future research should focus on the long-term effects and cultural adaptability of these sensory techniques in diverse healthcare settings. |
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| Autores principais: | Silva, Nikolina Mujic da |
| Assunto: | Multi-sensory marketing Sensory stimuli Customer experience Perceived service quality Paediatric department of Hospital de Luz |
| Ano: | 2024 |
| País: | Portugal |
| Tipo de documento: | dissertação de mestrado |
| Tipo de acesso: | acesso aberto |
| Instituição associada: | Universidade Nova de Lisboa |
| Idioma: | inglês |
| Origem: | Repositório Institucional da UNL |
| Resumo: | This research examines the influence of multi-sensory marketing techniques on customer experience in the pediatric department of Hospital da Luz Lisboa. Employing a qualitative ethnographic approach over three weeks, the study examines how visual, auditory, olfactory, and tactile stimuli affect the emotional and psychological well-being of pediatric patients and caregivers. Thematic analysis from observations, focus group, and interviews indicates that multi-sensory marketing substantially enhances customer experience by reducing anxiety, increasing emotional comfort and improving perceptions of a welcoming environment. The findings advocate for the strategic implementation of sensory marketing to create comforting healthcare spaces, improving patient satisfaction and caregiver trust. Future research should focus on the long-term effects and cultural adaptability of these sensory techniques in diverse healthcare settings. |
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