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

Abstract

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.