KOREASCHOLAR

Background
In this research, we want to explore the role of experiential marketing in improving patients’ satisfaction through valuable hospitality management in hospital experiences. The impact of three experiential marketing dimensions on overall Satisfaction is assessed: Physical Environment, Empowerment & Dignity and Patient-Doctor Relationship.
Methods
259 structured interviews were performed with patients in private and public hospitals across Italy. The research methodology is based in testing mediation and moderation effects of the selected variables.
Results
The study shows that:
• perceived quality of Physical Environment has a positive impact on patient’s overall Satisfaction;
• perceived quality of Empowerment & Dignity and perceived quality of Patient-Doctor Relationship partially mediate this relationship;
• educational level is the only relevant moderator in the relationship between perceived quality of Patient-Doctor Relationship and overall Satisfaction.
Conclusions: Physical Environment items are enablers of both Empowerment & Dignity and Patient – Doctor Relationship and play a significant role in offering a strong value proposition to patients. Designing a hospital, beyond technical requirements that modern medicine demands and functional relationships between different medical departments means dealing with issues like the anxiety of the patient, the stressful working environment for the hospital staff and the need to build a sustainable and healing building.

ABSTRACT
 INTRODUCTION
  Customer satisfaction in hospitality management
  Experiential marketing in healthcare hospitality: patient experience dimensions
 RESEARCH OBJECTIVES
 METHODS
  Sample and interviews
  Sample description
  Hypothesis testing
 DISCUSSION AND CONCLUSION
 REFERENCES
 TABLES AND FIGURES

• Luca Buccoliero(CERMES Bocconi University, Italy)
• Elena Bellio(CERMES Bocconi University, Italy)
• Giulia Crestini(CERMES Bocconi University, Italy)
• Elisa Solinas(CERMES Bocconi University, Italy)