Exploring value creation with Social Media use in hotels

En la última década las tecnologías de Social Media han revolucionado el entorno competitivo, reinventando la forma de relacionarse con los clientes. En el sector hotelero, hoteles de todo el mundo están usando dichas herramientas para atraer a los clientes, estableciendo conversaciones colaborativas con ellos que vayan forjando vínculos emocionales con la marca. Asimismo, los hoteles se han dado cuenta de que herramientas Social Media se han convertido en facilitadoras de estrategias CRM (Gestión de Relaciones con Clientes), por lo que están integrando el uso de ambas herramientas para conocer mejor a sus clientes. No obstante, a pesar de la gran relevancia y del uso generalizado de Social CRM, la eficacia de dichas herramientas y su impacto en la creación de valor han sido aspectos poco analizados en estudios previos. Asimismo, la escasa investigación existente parece indicar que los hoteles no están aprovechando todo su potencial transformador. Con objeto de explorar la temática, el presente trabajo propone un marco teórico en el que se analiza cómo los hoteles pueden beneficiarse del uso de Social Media (uso de redes sociales y de sitios de revisión), examinando su impacto en resultados e introduciendo el papel mediador de las capacidades de gestión de relación con clientes usando Social Media. El trabajo supone una primera aproximación teórica al fenómeno, y constituye una base para la realización de futuros análisis empíricos.

Objective Structured Clinical Examinations (OSCE) improved communication skills of student of Pharmacology in Medicine and Podiatry degree.

Objective Structured Clinical Examinations (OSCE) improved communication skills of student of Pharmacology in Medicine and Podiatry degree. Bellido I, Blanco E, Gomez-Luque A. D. Pharmacology and Clinical Therapeutic. Medicine School. University of Malaga. IBIMA. Malaga, Spain. Objective Structured Clinical Examinations (OSCEs) are versatile multipurpose evaluative tools that can be utilized to assess health care professionals in a clinical setting including communication skills and ability to handle unpredictable patient behavior, which usually are not included in the traditional clinical exam. To designee and perform OSCEs by student is a novelty that really like to the students and may improve their arguing and planning capacities and their communication skills. Aim: To evaluate the impact of designing, developing and presenting Objective Structured Clinical Examinations (OSCE) by student in the communication skills development and in the learning of medicines in Medicine and Podiatry undergraduate students. Methods: A one-year study in which students were invited to voluntarily form groups (4 students maximum). Each group has to design and perform an OSCE (10 min maximum) showing a clinical situation/problem in which medicines’ use was needed. A clinical history, camera, a mobile-phone's video editor, photos, actors, dolls, simulators or whatever they may use was allowed. The job of each group was supervised and helped by a teacher. The students were invited to present their work to the rest of the class. After each OSCE performance the students were encouraged to ask questions if they wanted to do it. After all the OSCEs performances the students voluntarily answered a satisfaction survey. Results: Students of Pharmacology of Medicine degree and Podiatry degree, N=80, 53.75% female, 21±2.3 years old were enrolled. 26 OSCEs showing a clinical situation or clinical problem were made. The average time spent by students in making the OSCE was 21.5±9 h. The percentage of students which were satisfied with this way of presentation of the OSCE was 89.7%. Conclusion: Objective Structured Clinical Examinations (OSCE) designed and performed by student of Pharmacology of the Medicine and Podiatry Degree improved their communication skills.