Hospitality as differentiated services in Brazilian private hospitals
Journal of Hospitality and Tourism Insights
ISSN: 2514-9792
Article publication date: 18 September 2020
Issue publication date: 27 August 2021
Abstract
Purpose
The objective of this study is to assess the role of differentiated hospitality services considering the perspective of Brazilian accredited private hospitals.
Design/methodology/approach
In-depth interviews were applied to 10 hospitals top management executives (C-Suite level) having as support unstructured data collection routine exploring the issues: main client of the hospital, differentiated hospitality services (DS), hospital board expectation about DS, brand building, service charging policies and nonfinancial results.
Findings
Results indicate the interviewed institutions are adopting gradually a new business model in healthcare, in which an empowered patient and his/her needs and satisfaction is gaining relevance. This new conception having hospitality services as a base is transforming a former medical focused sector into a competitive business-oriented approach.
Research limitations/implications
The nonprobabilistic nature of the sample does not permit statistical inference of results to the population; they are valid only for healthcare management exploratory insights.
Practical implications
Coming from the hotel sector, hospitality amenities are turning into strategic instrument and provoking competition in a segment of hospitals targeting upper-middle-class clients, able to afford higher healthcare insurance premiums.
Social implications
In the new business approach, the patient that in recent past was passive is increasingly getting attention and bargaining power.
Originality/value
The main contribution is centered on the comprehension of an international dynamic in Brazil of a new business model that is changing a traditional sector, once focused in medicine and healing into a market-oriented business.
Keywords
Citation
Quinan, C. and Costa Filho, B.A. (2021), "Hospitality as differentiated services in Brazilian private hospitals", Journal of Hospitality and Tourism Insights, Vol. 4 No. 4, pp. 473-489. https://doi.org/10.1108/JHTI-11-2019-0117
Publisher
:Emerald Publishing Limited
Copyright © 2020, Emerald Publishing Limited