Transforming healthcare service environments: a sensory-based approach
Journal of Service Theory and Practice
ISSN: 2055-6225
Article publication date: 9 August 2022
Issue publication date: 26 August 2022
Abstract
Purpose
Healthcare service is a process that comprises a series of touchpoints underlying the key facets of service delivery, collectively shaping the users' (i.e. patients, hospital staff, and visitors) experiences. Departing from most sensory studies dedicated to understanding the retail environment and hedonic service, this study focuses on how sensory knowledge can contribute to understanding the sensory-based experiences of hospital users and their interactions with healthcare services at multiple touchpoints.
Design/methodology/approach
This study employs a multi-method approach comprising two studies involving semi-structured interviews and a qualitative online survey of past patients.
Findings
Drawing upon the user-centered theory, the authors (1) consulted healthcare experts on hospital service touchpoints and standards around medical protocol; (2) explored users' needs, experiences, expectations, and evaluations of healthcare services; and (3) identified the issues and challenges faced by healthcare service users at various service touchpoints. Based on these insights, the authors proposed sensory tactics across healthcare service touchpoints that promote the well-being of major hospital users.
Research limitations/implications
The proposed sensory tactics require follow-up empirical evidence. Future research could adopt robust methodological designs on healthcare environmental interventions and progress with a transdisciplinary approach to advance this research area.
Practical implications
The authors' experience-based framework forms the basis of a valuable toolkit for healthcare service management.
Originality/value
This study advances services literature by integrating sense-based marketing knowledge with healthcare service research to understand the dynamic and interactive relationship between hospital users and the environment.
Keywords
Acknowledgements
The authors gratefully acknowledge the valuable feedback from the editorial team managing this manuscript. The authors commend them for their continued professionalism in this extraordinary time. The authors would like to thank Professor Leonard L. Berry at Texas A&M for reviewing and providing feedback on our earlier version of the manuscript. Appreciation also extended to all the participants for entrusting us with their reflections and experiences, which made this research possible.
Citation
Yap, S.F.(C)., Phillips, M., Hwang, E. and Xu, Y. (2022), "Transforming healthcare service environments: a sensory-based approach", Journal of Service Theory and Practice, Vol. 32 No. 5, pp. 673-700. https://doi.org/10.1108/JSTP-02-2022-0033
Publisher
:Emerald Publishing Limited
Copyright © 2022, Emerald Publishing Limited