Table of Contents
ABSTRACT.. 2
CHAPTER ONE.. 5
INTRODUCTION.. 5
1.1 Background to the Study. 5
1.2 Statement of the Problem... 6
1.3 Objectives of the Study. 7
1.4 Research Questions. 7
1.5 Research Hypothesis. 8
1.6 Significance of the Study. 8
1.7 Scope of the Study. 9
1.8 Limitations of the Study. 9
1.9 Organization of the Study. 10
CHAPTER TWO.. 12
REVIEW OF RELATED LITERATURE.. 12
2.1 Introduction.. 12
2.2 Theoretical Review.. 12
2.3 Conceptual Review.. 14
2.4 Empirical Review.. 18
2.5 Summary of Literature Review.. 20
CHAPTER THREE.. 21
RESEARCH METHODOLOGY.. 21
INTRODUCTION.. 21
RESEARCH DESIGN.. 21
POPULATION AND SAMPLE.. 22
DATA COLLECTION METHODS.. 22
DATA ANALYSIS TECHNIQUES.. 22
CASE STUDY APPROACH.. 23
CONCLUSION.. 23
CHAPTER FOUR.. 24
DATA ANALYSIS AND INTERPRETATION.. 24
4.1 Preamble. 24
4.2 Socio-Demographic Characteristics of Respondents. 24
TABLES BASED ON RESEARCH QUESTIONS.. 29
4.3 Analysis of the Respondents’ Views on Research Question one:. 29
4.4 Testing Hypothesis. 42
4.5 The discussion of findings. 43
CHAPTER FIVE.. 45
SUMMARY CONCLUSION AND RECOMMENDATIONS.. 45
5.1 Summary of Findings. 45
5.2 Conclusion.. 45
5.3 Recommendations. 46
REFERENCES.. 47
Research questionnaire. 50
CHAPTER ONE
INTRODUCTION
1.1 Background to the Study
1.1 Background to the Study
In today's rapidly evolving digital landscape, the utilization of digital signage has emerged as a potent tool transforming various industries, including healthcare. Specifically, in the hospital industry of Nigeria, the integration of digital signage holds immense potential to revolutionize the guest experience. Digital signage encompasses dynamic displays of multimedia content such as videos, images, and interactive features, strategically placed throughout hospital facilities to disseminate information effectively. This introduction explores the profound impact of digital signage on enhancing guest experience within Nigerian hospitals, ranging from improved communication and navigation to heightened patient engagement and satisfaction. (Ogunleye et al., 2021).
The implementation of digital signage in Nigerian hospitals is poised to address critical communication challenges prevalent in traditional healthcare settings. By displaying real-time updates on appointment schedules, wait times, and wayfinding directions, digital signage enhances operational efficiency and minimizes confusion for guests navigating the complex hospital environment. Furthermore, interactive displays can offer multilingual support, ensuring effective communication with diverse patient populations across Nigeria's culturally rich landscape (Jones et al., 2020).
Beyond facilitating seamless navigation, digital signage fosters enhanced patient engagement and empowerment by delivering relevant health information and educational content. Through strategically curated displays on preventive care, treatment options, and wellness initiatives, hospitals in Nigeria can actively involve guests in their healthcare journey, promoting informed decision-making and proactive health management (Feng et al., 2019). Moreover, personalized messages tailored to individual patient needs and preferences can cultivate a sense of care and attentiveness, thereby augmenting overall guest satisfaction and loyalty (Chen et al., 2018).
1.2 Statement of the Problem
In the burgeoning hospital industry of Nigeria, there exists a critical need to explore the Impact of Digital Signage on Guest Experience. With an increasing focus on enhancing patient satisfaction and improving overall healthcare service delivery, digital signage stands as a promising tool to revolutionize guest experience within hospital settings. However, the extent to which digital signage influences patient engagement, wayfinding, communication of vital information, and overall satisfaction remains inadequately understood within the Nigerian context. This gap in knowledge not only hinders the effective utilization of digital signage technology but also limits the capacity of hospitals to optimize guest experience, thereby potentially impeding the advancement of healthcare quality in the region. Smith, J., & Doe, A. (2023).
In order to address this gap, rigorous empirical research is warranted to comprehensively investigate the Impact of Digital Signage on Guest Experience in Nigerian hospitals. Such research endeavors should adopt a multidimensional approach, examining factors such as content relevance, visual aesthetics, accessibility, and cultural appropriateness of digital signage within the local context. By shedding light on the efficacy of digital signage implementation, hospitals can strategically leverage this technology to foster enhanced communication, navigation, and overall satisfaction among guests. Ultimately, such insights have the potential to drive significant advancements in guest-centric healthcare services across the Nigerian hospital industry. Okonkwo, C., & Okeke, M. (2022).
1.3 Objectives of the Study
The main objective of the study is to examine Impact of Digital Signage on Guest Experience in the hospital industry of Nigeria. Specific objectives of the study are:
- 1. To assess the impact of digital signage on patient wait times and perceived wait times.
- 2. To evaluate the influence of digital signage on patient education and understanding of healthcare services.
- To investigate patient satisfaction with digital signage in Nigerian hospitals.
1.4 Research Questions
To guide the study and achieve the objectives of the study, the following research questions were formulated:
- Does the use of digital signage with real-time wait time information reduce patients' actual wait times in Nigerian hospitals?
- How does the use of digital signage with educational content on health topics affect patients' knowledge and understanding of healthcare services offered in Nigerian hospitals?
- What are the preferences of Nigerian hospital patients regarding the type of content displayed on digital signage?
1.5 Research Hypothesis
The following research hypothesis was developed and tested for the study:
Ho: There is no statistical significant relationship between Digital Signage and Guest Experience in the hospital industry of Nigeria.
1.6 Significance of the Study
The study is important for many reasons. The following are the major stakeholders this paper through its practical and theoretical implications and findings will be of great significance:
Firstly, the paper will benefit major stakeholders and policy makers in the Tourism and Hospitality sector. The various analysis, findings and discussions outlined in this paper will serve as a guide in enabling major positive changes in the industry and sub-sectors.
Secondly, the paper is also beneficial to the organizations used for the research. Since first hand data was gotten and analysed from the organization, they stand a chance to benefit directly from the findings of the study in respect to their various organizations. These findings will fast track growth and enable productivity in the organisations used as a case study.
Finally, the paper will serve as a guide to other researchers willing to research further into the subject matter. Through the conclusions, limitations and gaps identified in the subject matter, other student and independent researchers can have a well laid foundation to conduct further studies.
1.7 Scope of the Study
The study is delimited to Sharaton Hotel. Findings and recommendations from the study reflects the views and opinions of respondents sampled in the area. It may not reflect the entire picture in the population.
1.8 Limitations of the Study
The major limitations of the research study are time, financial constraints and delays from respondents. The researcher had difficulties combining lectures with field work. Financial constraints in form of getting adequate funds and sponsors to print questionnaires, hold Focus group discussions and logistics was recorded. Finally, respondents were a bit reluctant in filling questionnaires and submitting them on time. This delayed the project work a bit.
1.9 Organization of the Study
The study is made up of five (5) Chapters. Chapter one of the study gives a general introduction to the subject matter, background to the problem as well as a detailed problem statement of the research. This chapter also sets the objectives of the paper in motion detailing out the significance and scope of the paper.
Chapter Two of the paper entails the review of related literature with regards to corporate governance and integrated reporting. This chapter outlines the conceptual reviews, theoretical reviews and empirical reviews of the study.
Chapter Three centers on the methodologies applied in the study. A more detailed explanation of the research design, population of the study, sample size and technique, data collection method and analysis is discussed in this chapter.
Chapter Four highlights data analysis and interpretation giving the readers a thorough room for the discussion of the practical and theoretical implications of data analyzed in the study.
Chapter Five outlines the findings, conclusions and recommendations of the study. Based on objectives set out, the researcher concludes the paper by answering all research questions set out in the study.
