DIMENSÕES DO MARKETING SENSORIAL E HUMANIZAÇÃO EM PEDIATRIAS HOSPITALARES: ESTUDO DE SATISFAÇÃO DOS ACOMPANHANTES.

Sensory marketing, a strategy to stimulate human perceptions and emotions, through the senses of sight, hearing, smell, taste and touch, demands studies in the health area. Considering its relevance for the humanization of health services and for the development of child patients, and the important role of caregivers during the hospitalization of children; this article seeks to verify which dimensions of sensory marketing have the most impact on the satisfaction of humanization work in hospital pediatrics, through the perception of caregivers of children hospitalized in these spaces. It is a quantitative, descriptive and exploratory research. Data from a field survey was used, with pre-tested and applied questionnaires, from April to June 2017, to 90 companions in pediatrics in three hospitals in Rio Grande do Sul. Descriptive and inferential analysis was also used, with means, standard deviations, correlation of Pearson and discriminant analysis. Touch and smell are the dimensions that most justify the satisfaction of companions with the humanization work. This is the first quantitative study on sensory marketing and humanization, highlighting theoretical and practical contributions to these approaches, managers, patients, caregivers and employees of the analyzed places, and of other institutions and sectors in the health área. [ABSTRACT FROM AUTHOR]