Digital signage and its dual role in customer experience: a grounded theory approach in hospital context

Purpose In the modern healthcare environment, delivering a positive customer experience (CX) is crucial for patient satisfaction and the overall efficiency of hospital operations. Digital signage (DS) has emerged as a powerful tool in this context, offering a dynamic and versatile platform for communication, education and engagement within hospitals. By seamlessly integrating digital displays throughout a facility, hospitals can significantly enhance the customer journey from initial entry to interactions with various departments. Hence, this study aims to examine the dual impact of DS on CX, assessing its role in improving hospital service competence. Design/methodology/approach The study is grounded in the dual factor theory (DFT) and employs an inductive research methodology. The study employed a qualitative approach involving in-depth interviews with 38 hospital visitors. Findings The findings reveal that while DS enhances CX by creating awareness, fostering education and improving convenience, it also presents challenges such as information asymmetry and language intensity, which can undermine CX in hospitals. Research limitations/implications The study highlights the importance of hospital management crafting simple, clear and informative messages that can alleviate customer anxiety and improve the overall healthcare experience. This research provides valuable insights into the strategic use of DS to optimize CX in hospital settings, contributing to both academic literature and practical applications in healthcare management. Originality/value This study notably applies the DFT to DS in healthcare, providing a novel perspective on its dual impact-both enhancing and challenging the CX-an area that is underexplored in hospital management research.