Nghiên cứu sinh Trần Việt An
ORIGINAL CONTRIBUTIONS OF THE DISSERTATION
Dissertation title: The impact of sensory experiences on perceived service quality and customer satisfaction: Study in Vietnam’s healthcare system
Specialization: Business Administration (E-PhD) Specialization code: 9340101
PhD candidate: Tran Viet An
Supervisor(s): Dr. Nguyen Thu Lan
Institution: National Economics University
Original contributions on academic and theoretical aspects
While past research mainly examined sensory cues in isolation and lacked a clear psychological mechanism linking the physical environment to patient satisfaction, this study advances the application of sensory experiences by approaching hospitals as multi-sensory servicescapes amid high information asymmetry. It provides a holistic measurement by integrating all five senses simultaneously as direct precursors to perceived service quality. Furthermore, grounded in the S-O-R framework, the research demonstrates that perceived service quality crucially mediates sensory experiences and customer satisfaction. Ultimately, it enriches theoretical understanding by introducing income and hospital types as moderating variables, to assess varying sensitivities across diverse patient segments and contexts.
Recommendations derived from the findings of the dissertation
Micro-level recommendations for hospital management: derived from the finding that visual and tactile dimensions are the dominant predictors of perceived service quality, administrators must proactively optimize the servicescape through natural lighting, clear signage, ergonomic seating, and gentle clinical touch. Moreover, since the findings confirm that patient sensitivities vary across segments, interventions must be tailored: private hospitals should invest in premium, hotel-like experiences (e.g., absolute acoustic privacy, superior food) to satisfy high-income expectations, while overcrowded public facilities must prioritize functional sensory relief (e.g., fundamental noise and odor reduction).
Macro-level policy recommendations: based on the finding that income and hospital types strongly moderate sensory expectations, policymakers should facilitate land allocation for private healthcare to build multi-sensory complexes capable of retaining high-income patients domestically. Concurrently, given the finding that tactile and auditory experiences significantly drive quality perceptions, the medical procurement mechanism must transition toward value-based procurement, prioritizing low-noise and ergonomic equipment. Furthermore, addressing the finding that sensory burdens negatively impact public healthcare, authorities should strictly enforce foundational hospital quality criteria, specifically mandating clear visual signage and tactile privacy (the one-bed-per-patient policy).
