Abstract

This paper explores the role of marketing in creating valuable hospital brands by increasing patients' satisfaction. A holistic experiential marketing perspective is adopted by measuring the effects of three experiential dimensions on overall Satisfaction: Atmosphere & Comfort, Empowerment & Dignity and Patient-Doctor Relationship. Perceived quality of Atmosphere & Comfort is meant to have a positive impact on overall Satisfaction. In addition, the mediating role of perceived quality of Empowerment & Dignity and of perceived quality of Patient- Doctor Relationship are hypothesized. Furthermore socio-demographic variables such as gender, age and educational level are tested as moderators. The research methodology is based on the use of standardized structured interviews with patients in private and public hospitals across Italy. The sampling is simple and not stratified. 259 interviews were conducted to autonomous and collaborative patients selected by hospitals' staff. Results confirm that the perceived quality of Atmosphere & Comfort has a positive impact on overall Satisfaction. Furthermore, perceived quality of Empowerment & Dignity and perceived quality of Patient-Doctor Relationship partially mediate this relationship. The moderator role of socio-demographic variables is only partially confirmed: educational level is the only relevant moderator in the relationship between perceived quality of Patient-Doctor Relationship and overall Satisfaction. The main strength of this study is measuring opportunities for hospital brand value improvement starting from patients' experiences. We provide evidence of the importance of optimizing Atmosphere & Comfort items as enablers of Empowerment & Dignity and Patient-Doctor Relationship, in order to offer a strong value proposition to patients.