Redondo, EduardoChaves, João Carlos Nunes de Almeida2025-02-272025-02-272024-11-222024-11-22http://hdl.handle.net/10362/179919This 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.engMulti-sensory marketingSensory stimuliCustomer experiencePerceived service qualityPaediatric department of Hospital da Luzmaster thesis203867734