DIMENSIONS OF SENSORIAL MARKETING AND HUMANIZATION IN HOSPITAL PEDIATRIES: ACCOMPANYING SATISFACTION STUDY

Abstract

Based on the need for sensory marketing studies in the hospital and child patient care, the relevance of sensory marketing for the humanization of health services and the development of child patients, and the important role of companions during the hospitalization of children ; this article seeks to identify which dimensions of sensory marketing make humanization work more satisfactory in hospital pediatrics, through the perception of the companions of children hospitalized in these spaces. Data collected from questionnaires were applied, applied to companions of children admitted to pediatrics at three philanthropic hospitals in the northwest of Rio Grande do Sul. The interpretation and analysis of the data occurred through descriptive and inferential analysis. The results showed how each construct had an impact on humanization practices, through the perceptions of the children's companions, highlighting touch and smell as the sensory dimensions that most justify their satisfaction with the humanization work in the study's research sites. The contributions of sensory marketing to the physical and emotional well-being of patients and their companions were also evidenced, reflecting on the quality of the health services provided.