The Digital Signage Technology (DST) & The Waiting Experience: A Case Study of an Alberta Health Services’ Clinic
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Digital Signage Technology (DST) is a platform used by a variety of waiting
environments, including healthcare settings. The waiting experience in any setting is influenced
by the physical attributes of its waiting environment. In the healthcare context, little is known
about the specific application of DST as a communications and technology platform for
providing ‘the waiting experience’. This case study explored a real-life waiting situation and
discovered the waiting experience in a setting with DST. I conducted a field observation and a
survey questionnaire to gather information from visitors to know their involvement in, attention
to, and perception on ‘the experience’ and ‘the DST’ of a clinic’s waiting area in Edmonton.
Using qualitative description, findings and analysis implied that DST enhances visitors’ waiting
experience, reduces visitors’ waiting anxiety, and influences visitors’ education. It was further
inferred that: (1) adding digital technology in a healthcare environment makes it ‘comfortable’
and ‘friendly’; (2) the waiting experience is linked to cognitive and emotional experience; and
(3) visitor experience demands ‘interactivity’ of DST. Limited data was gathered; this research
provided initial insights into the role of DST in healthcare settings, and more work will need to
be done. Meanwhile, variables like visitor traffic, communication content, and audience
engagement may be considered for future research. This study did not aim to produce
generalizable results for the overall healthcare field but its research design, strategy, and
framework may be used to guide future case studies and future research with larger sample size.
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http://purl.org/coar/resource_type/c_1843
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en