Application of Hospitality
Elements in Hospitals
A. Saeian
Summer 2014
Shiraz
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List of Contents
1.
2.
3.
4.
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6.
7.
8.
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11.
The concept of hospitality
Four attributes of hospitality
Importance of customer satisfaction
Experience Management in hotels and in hospitals
Tangibles & intangibles
Similarities of healthcare service and hotel service
Clinical and Nonclinical elements
Clinical or Nonclinical elements
Affect of colors
Online resources
References
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The concept of Hospitality
Hospitality is the act of kindness in welcoming and
looking after the basic needs of guests or
strangers,
4 attribute of Hospitality
1. A relationship between individual as host and guest
2. This relationship may be commercial or private
3. The key to successful hospitality is what evoke pleasure
in customers
4. Hospitality is a process includes arrival, provide comfort,
fulfillment of guests’ wishes, departure
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Importance of customer
satisfaction
From marketing point of view
• Pure Hospitality will leads to customers
satisfaction
• Customer satisfaction cause competitive
edge and run of business
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Experience Management in
Hotel & Hospitals
Basic needs in Hotel basic needs in
Hospital
Hotel: shelter, food, bed to sleep
Hospital: medical treatment, health care
Experience management or memory
• Guests Experience
• Patient’s Experience
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Tangibles & intangibles
Tangibles
• Food quality
• Modern
equipment
• Room design and
decoration
• Color of the room
Intangibles
• Personnel
attitudes
• Privacy and
personal care
• Customer
involvement
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Similarities of healthcare
service and hotels
1. Large number of individual
2. 24 hours a day 7 days of the week operation
3. Both products and service industry
4. Production and sales are combined on the
same promises
5. Diverse range of customers with variety of
needs and expectations need to be satisfied
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6. Customer leaves with no tangible products
7. Range of activities which is provided
simultaneously
8. high degree of coordination is needed
9. Managers must be skillful, and professional in
technical and well as communication skills
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Clinical versus non-clinical
Elements
Clinical Elements
• Reputation
• Location
• Physicians recommendations
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•
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•
Non-clinical Elements
Convenience
Amenities
Comfortable rooms
Convenient registration procedures
Family-friendly hospital, environment
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Clinical or Nonclinical
Elements
According to McKinsey Quarterly
US patients are more likely to base their choice of
hospital on nonclinical aspects of hospitals
Most profit generate from the patients who pay more
attention to nonclinical aspect of treatment
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Nonclinical Criteria
• Keeping patients informed about treatment
both during and after visit
• Conducting scheduled appointment on time
• Room appearance and furnishings
• Food and entertainment option in room
• Simplicity of registration
• Ease of understanding bills
• Supportive environment for family
• Convenient and easy of accessing facilities
• Comfort of waiting rooms and other common
areas
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Application of hospitality
Examples in Hospitals
• Hotel like-rooms
• Actual hotels incorporate into medical
centers
• Hotel quality foods
• Room service
• Dinning facilities
• Welcoming lobbies
• Common spaces
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•
•
•
•
Hospitality spas or therapy centre
Hotel-style signage
Entertainments features
Executive lounges and commercial
lobbies with complimentary Wireless
•
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Yellow
Association
• Light / Sun / Warmth / Cheerfulness
•
Room effect
• Hope / Soft / Open and calming effect
• A bright and pulsating effect
•
Social function
• A positive effect, encourages conversation Sparkling
• Encourages contacts and friendships
• Conveys a good mood
• Has a soothing effect
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Green
Association
• Nature / Spring/ Life/ Growing / Freshness Feeling
Room effects
• Slightly calming effect
• Conveys the feeling of trust and harmony
• Has a refreshing and cooling effect / Relaxing
•
•
•
•
Social function
Encourages a well-balanced feeling
Green neutralizes and calms
Has an anti-septic effect
Encourages metabolism
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Blue
Association
• Sky / Clouds / Dreams / Ideas / Pioneering
Room effects
• Creates depth / Expands the room
• Has a cooling effect / Dark blue limits the room
Social function
• Openness and clarity / Peace / Relaxation
• Reduces blood pressure and pulse
• Slows down breathing
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Online examples
• http://www.londonbridgehospital.com/img/logo.jpg
• http://www.drapilux.com/en/about_drapilux/about_dra
pilux.php
• www.UAB.medicine.org Youtube UAB Hospital(last
accessed june 2nd June 2014)
• Buda Cronwell Hospital Hotel Service
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References
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Mullins, (2010) Hospitality Management and Organizational behavior
Grote, Newman, Sutaria (2007) “A better Hospital Experience” The McKinsy
Quarterly.
Wu Z, Robson S,Hollis B (2013) “The application of Hospitality elements in
Hospitals”, healthcare management jurnal, 58 (1) Jan-Feb p(47-62)EBESCO
http://www.londonbridgehospital.com/img/logo.jpg
http://www.drapilux.com/en/about_drapilux/about_drapilux.php
http://www.londonbridgehospital.com/img/logo.jpg
http://www.drapilux.com/en/about_drapilux/about_drapilux.php
www.UAB.medicine.org Youtube UAB Hospital(last accessed june 2nd June 2014)
Buda Cronwell Hospital Hotel Service
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Tangible Products
• services
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4/13/2015
Paris Ritz
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4/13/2015
Trois Rois Hotel, Basel
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experience
• ‘The multisensory, fantasy, and
emotional aspects of consumers’
interactions with products’, (Solomon,
2004: 49).
• Microsoft Word, reference tools defines
hedonism as; ‘A devotion, especially a
self-indulgent one, to pleasure and
happiness as a way of life’.
• perience
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Hedonic Hospitality
Would you eat in this restaurant?
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Are you sure?
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Is additional entertainment
like the piano really needed?
http://www.travelandleisure.com/articles/worlds-strangest-restaurants
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Victoria Falls
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Hedonic Events
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Be different
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31
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Have Fun !!!
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