Marketing sensorial para el control de los niveles de estrés en la sala de espera del Centro Especializado de Odontología Mario Cerda de la ciudad de Riobamba

Abstract

The present investigation work on sensory marketing has as objective to control the levels of stress of the waiting room of the Specialized Center of Dentistry Mario Cerda of the city of Riobamba by means of the application of sensorial strategies directed to stimulate specifically to the visual, auditory sense and kinesthetic. The research had a qualitative and quantitative approach that allowed the collection and interpretation of the information obtained through the survey, an interview guide and the use of an electroencephalogram. It was taken as a study population to patients who have a clinical history and who periodically attend the establishment, who were asked to rate their degree of satisfaction on a scale of 1 to 5 in the visual, auditory, kinesthetic and service environment, in addition, an interview was conducted with the receptionist who provided important information to contrast the data obtained through the survey. It was determined that the configuration of the establishment should be more pleasant for which the implementation of informative or landscape tables was proposed, as well as the implementation of music in 432 hertz and its exposure between 50 and 60 decibels was suggested so that it is invasive, but relaxing, in addition to implementing a fragrance with vanilla scent, as it was obtained as a result of which this fragrance is the most relaxing and suitable for the business. With the execution of these strategies, control of stress levels is ensured, increasing customer loyalty with a powerful and effective differentiating factor.