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Examining the influence of multi-sensory marketing techniques on customer experience and perceived service quality in the paediatric department of Hospital da Luz Lisboa
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Orientador(es)
Resumo(s)
This research explores the influence of multi-sensory marketing on perceived service quality within the
paediatric department of Hospital da Luz Lisboa. Grounded in sensory marketing theory, it investigates
how visual, auditory, olfactory, and tactile stimuli influence the well-being of paediatric patients and their
caregivers. Employing a qualitative ethnographic approach, data were collected through observations,
focus groups, and interviews. Thematic analysis reveals that sensory elements alleviate anxiety, enhance
comfort, and positively influence perceptions of care quality and waiting time experiences. The findings
underscore the strategic value of sensory interventions in fostering patient-centred care, perceived service
excellence, and a strong healthcare brand identity in paediatric settings.
Descrição
Palavras-chave
Multi-sensory marketing Sensory stimuli Customer experience Perceived service quality Paediatric department of Hospital da Luz