Abstract
The theory of Sensory Marketing has been developed as a special approach to help managers understand customers through creating multi-sensory experiences. In medical services, a patient's multi-sensory experience with a medical facility will shape each customer's different perception of service quality. The article evaluates the role of multi-sensory experience in customers’ perceived service quality at public hospitals in Vietnam. Research results have shown that tactile, olfactory, visual and taste stimuli have a significant influence on the perceived service quality of customers when experiencing medical services. Besides, the authors also detected that customer’s expectation and satisfaction have a proportional relationship. Discussions and recommendations on the application of sensory marketing to improve people's perception of the medical service quality have been proposed to enhance the brand image of Vietnam's public hospitals as well as to ensure the interests of the customer during the use of the service. Keywords: sensory marketing, perceived service quality, medical service, public hospital. DOI: 10.7176/JMCR/83-02 Publication date: December 31 st 2021
Highlights
Senses can be considered as "terminal devices", absorbing information signals to humans
The relationship between Sensory Marketing and Perceived Service Quality As presented, five factors of multi-sensory experience have an impact on customers' perception of service quality
The authors edited and supplemented the scale from the results of in-depth interviews with participants who have experienced public medical services to ensure its suitability with actual conditions in Vietnam
Summary
Senses can be considered as "terminal devices", absorbing information signals to humans. As all five human senses are activated by marketing stimuli, business is able to get closer and deeper into the minds and hearts of customers strategically, to provide a multi-sensory experience. The relationship between the brand and the customer will not end at mere communication and interaction but will be exploited more deeply in terms of sensory and emotional connections This means that sensory marketing with strategic direction will demonstrate core values and brand identity with the combination of all five original senses, contributing to increasing satisfaction. The relationship between Sensory Marketing and Perceived Service Quality As presented, five factors of multi-sensory experience have an impact on customers' perception of service quality. The qualitative research was conducted through in-depth interviews with 20 people who have experienced medical services at public hospitals to complete the variable measurement scales in the research model and build a preliminary quantitative questionnaire. The Compare means analysis, the Cronbach Alpha reliability analysis, the confirmatory factor (CFA), check the suitability of the model, test the hypothesis, evaluate the impact relationship through the SEM model used in this study
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