DOI QR코드

DOI QR Code

의료 서비스 리뷰의 감성 수준이 병원 평가에 미치는 영향 분석

A Study on Sentiment Score of Healthcare Service Quality on the Hospital Rating

  • Jee-Eun Choi (KT Economics &Management Research Institute) ;
  • Sodam Kim (Graduate School of Information, Yonsei University) ;
  • Hee-Woong Kim (Graduate School of Information, Yonsei University)
  • 투고 : 2018.02.28
  • 심사 : 2018.05.18
  • 발행 : 2018.06.30

초록

의료보험 혜택의 증가 및 베이비붐 세대의 노인 인구 증가 등에 기인하여 2020년에는 헬스케어로 소비되는 금액이 미국 GDP의 20%를 차지할 것으로 전망되고 있다. 이처럼 헬스케어 산업이 발전하면서 병원의 의료서비스 간 경쟁도 치열해지며, 의료서비스 품질을 관리하고자 하는 병원의 니즈가 증가해 왔다. 더불어 온라인 리뷰가 병원 품질을 예측하는 하나의 도구로 활용되면서 병원 온라인 리뷰에 대한 관심 또한 증대되었다. 소비자들은 의료서비스 제공자를 선택함에 있어서도 온라인 리뷰를 참고하는 경향을 보이며, 서비스를 제공받은 후 서비스 품질에 대해 온라인상에서 평가를 진행한다. 따라서 본 연구는 온라인 리뷰 사이트인 Yelp의 병원 리뷰를 중심으로 고객이 평가한 서비스 품질 유형의 감성 수준이 병원 평가에 미치는 영향을 파악하는 것을 목적으로 한다. 본 연구는 1차적으로 온라인에서 수집한 대량의 텍스트 데이터를 SERVQUAL 이론의 다섯 가지 서비스 품질 측정 지표로 구분한다. 다음으로 지표 별 감성 수준을 병원 단위로 도출한 뒤, 각 SERVQUAL 지표의 감성 수준이 병원 평가에 미치는 영향을 계량경제학적으로 분석한다. 또한, 병원의 네 가지 특성인 운영 목적(비영리 여부), 병원이 위치한 도시의 인구밀도, 보유 침대 수, 그리고 응급센터로 운영 여부가 병원 평가에 어떠한 상호작용 효과를 나타내는지 분석한다. 본 연구 결과를 통해 병원 경영 실무자들에게 온라인 상의병원 평판을 긍정적으로 형성해 나가려면 어떠한 서비스 품질을 더욱 집중 관리해야 하는지 방향을 제시해 줄 수 있을 것으로 기대한다.

Considering the increase in health insurance benefits and the elderly population of the baby boomer generation, the amount consumed by health care in 2020 is expected to account for 20% of US GDP. As the healthcare industry develops, competition among the medical services of hospitals intensifies, and the need of hospitals to manage the quality of medical services increases. In addition, interest in online reviews of hospitals has increased as online reviews have become a tool to predict hospital quality. Consumers tend to refer to online reviews even when choosing healthcare service providers and after evaluating service quality online. This study aims to analyze the effect of sentiment score of healthcare service quality on hospital rating with Yelp hospital reviews. This study classifies large amount of text data collected online primarily into five service quality measurement indexes of SERVQUAL theory. The sentiment scores of reviews are then derived by SERVQUAL dimensions, and an econometric analysis is conducted to determine the sentiment score effects of the five service quality dimensions on hospital reviews. Results shed light on the means of managing online hospital reputation to benefit managers in the healthcare and medical industry.

키워드

과제정보

이 논문은 2017년 대한민국 교육부와 한국연구재단의 지원을 받아 수행된 연구임(NRF-2017S1A5A2A01023926). 이 논문은 2017학년도 연세대학교 미래선도연구사업(부분적인) 지원에 의하여 작성된 것임(2017-22-0146).

참고문헌

  1. 김원중, 이해종, "병원의 수익성 결정요인 분석", 보건행정학회지, 제4권, 제1호, 1994, pp. 123-137. 
  2. 노승의, 이지은, 손정은, 김희웅, "소셜미디어 환경에서 온라인구전(eWOM)에 영향을 미치는 요인 연구", 지식경영연구, 제14권, 제1호, 2013, pp. 1-19.  https://doi.org/10.15813/KMR.2013.14.1.001
  3. 안정국, 김소담, 김희웅, "텍스트 마이닝 기법을 이용한 정보시스템 분야 연구 동향 분석", Information Systems Review, 제18권, 제3호, 2016, pp. 73-96.  https://doi.org/10.14329/isr.2016.18.3.073
  4. 이용재, "지역특성이 보건의료자원 분포의 불평등에 미치는 영향", 비판사회정책, 제12권, 2005, pp. 49-78. 
  5. 조철호, 이은지, "응급의료서비스품질이 환자의 가치, 만족, 재이용의도에 미치는 영향", 대한경영학회 추계학술대회논문집, 2013, pp. 215-230. 
  6. Arrow, K. J., "Uncertainty and the welfare economics of medical care", The American Economic Review, Vol.53, No.5, 1963, pp. 941-973. 
  7. Babakus, E. and W. G. Mangold, "Adapting the SERVQUAL scale to hospital services: An empirical investigation", Health Services Research, Vol.26, No.6, 1992, pp. 767-786. 
  8. Becker, E. R. and F. A. Sloan, "Hospital ownership and performance", Economic Inquiry, Vol.23, No.1, 1985, pp. 21-36.  https://doi.org/10.1111/j.1465-7295.1985.tb01750.x
  9. Bhangale, V., "Marketing of healthcare services in India: A study on factors influencing patients' decision making on choice of a hospital", Journal of Management & Marketing in Healthcare, Vol.4, No.4, 2011, pp. 229-233.  https://doi.org/10.1179/175330311X12943314049376
  10. Bromberg, A., "First shot: Sentiment Analysis in R", 2013, Available at http://andybromberg.com/sentiment-analysis/. 
  11. Butt, M. M. and C. E. de Run, "Private healthcare quality: Applying a SERVQUAL model", International Journal of Health Care Quality Assurance, Vol.23, No.7, 2010, pp. 658-673.  https://doi.org/10.1108/09526861011071580
  12. Buttle, F., "SERVQUAL: Review, critique, research agenda", European Journal of Marketing, Vol.30, No.1, 1996, pp. 8-32.  https://doi.org/10.1108/03090569610105762
  13. Chen, L., L. Qi, and F. Wang, "Comparison of feature-level learning methods for mining online consumer reviews", Expert Systems with Applications, Vol.39, No.10, 2012, pp. 9588-9601.  https://doi.org/10.1016/j.eswa.2012.02.158
  14. Chen, Y. and J. Xie, "Online consumer review: Word-of-mouth as a new element of marketing communication Mix", Management Science, Vol.54, No.3, 2008, pp. 477-491.  https://doi.org/10.1287/mnsc.1070.0810
  15. Cialdini, R. B., S. L. Brown, B. P. Lewis, C. Luce, and S. L. Neuberg, "Reinterpreting the empathy-altruism relationship: When one into one equals oneness", Journal of Personality and Social Psychology, Vol.73, No.3, 1997, pp. 481-494.  https://doi.org/10.1037/0022-3514.73.3.481
  16. Commins, J., "Healthcare Job Growth Set Records in 2015", 2016, Available at http://www.healthleadersmedia.com/hr/healthcare-job-growth-set-records-2015#. 
  17. Dayaratna, D. K., "Competitive Markets in Health Care: The Next Revolution", 2013, Available at https://www.heritage.org/health-care-reform/report/competitive-markets-health-care-the-next-revolution. 
  18. Dean, A. M., "The applicability of SERVQUAL in different health care environments", Health Marketing Quarterly, Vol.16, No.3, 1999, pp. 1-21.  https://doi.org/10.1080/07359683.1999.12096517
  19. Duan, W., B. Gu, and A. B. Whinston, "The dynamics of online word-of-mouth and product sales: An empirical investigation of the movie industry", Journal of Retailing, Vol.84, No.2, 2008, pp. 233-242.  https://doi.org/10.1016/j.jretai.2008.04.005
  20. Duan, W., Y. Yu, Q. Cao, and S. Levy, "Exploring the impact of social media on hotel service performance a sentimental analysis approach", Cornell Hospitality Quarterly, Vol.57, No.3, 2016, pp. 282-296.  https://doi.org/10.1177/1938965515620483
  21. Eirinaki, M., S. Pisal, and J. Singh, "Feature-based opinion mining and ranking", Journal of Computer and System Sciences, Vol.78, No.4, 2012, pp. 1175-1184.  https://doi.org/10.1016/j.jcss.2011.10.007
  22. Fultz, J., C. D. Batson, V. A. Fortenbach, P. M. McCarthy, and L. L. Varney, "Social evaluation and the eempathy-altruism hypothesis", Journal of Personality and Social Psychology, Vol.50, No.4, 1986, pp. 761-769.  https://doi.org/10.1037/0022-3514.50.4.761
  23. Gaynor, M. and R. Town, "The impact of hospital consolidation-update", Robert Wood Johnson Foundation, 2012, Vol.9, pp. 1-7. 
  24. Gu, B., J. Park, and P. Konana, "Research note-the impact of external word-of-mouth sources on retailer sales of high-involvement products", Information Systems Research, Vol.23, No.1, 2012, pp. 182-196.  https://doi.org/10.1287/isre.1100.0343
  25. Hibbard, J. H., J. Stockard, and M. Tusler, "Hospital performance reports: Impact on quality, market share, and reputation", Health Affairs, Vol.24, No.4, 2005, pp. 1150-1160.  https://doi.org/10.1377/hlthaff.24.4.1150
  26. Howden, C. and A. D. Pressey, "Customer value creation in professional service relationships: The case of credence goods", The Service Industries Journal, Vol.28, No.6, 2008, pp. 789-812.  https://doi.org/10.1080/02642060801990361
  27. Hsieh, Y. C., H. C. Chiu, and M. Y. Chiang, "Maintaining a committed online customer: A study across search-experience-credence products", Journal of Retailing, Vol.81, No.1, 2005, pp. 75-82.  https://doi.org/10.1016/j.jretai.2005.01.006
  28. Huang, S., X. Liu, X. Peng, and Z. Niu, "Fine-grained product features extraction and categorization in reviews opinion mining", In 2012 IEEE 12th International Conference on Data Mining Workshops, 2012, pp. 680-686. 
  29. Kankanhalli, A., B. C. Y. Tan, and K. K. Wei, "Contributing knowledge to electronic knowledge repositories: An empirical investigation", MIS Quarterly, Vol.29, No.1, 2005, pp. 113-143.  https://doi.org/10.2307/25148670
  30. Keeler, E. B., L. V. Rubenstein, K. L. Kahn, D. Draper, E. R. Harrison, M. J. McGinty, and R. H.Brook, "Hospital characteristics and quality of care", JAMA, Vol.268, No.13, 1992, pp. 1709-1714.  https://doi.org/10.1001/jama.1992.03490130097037
  31. Kilbourne, W. E., J. A. Duffy, M. Duffy, and G. Giarchi, "The applicability of SERVQUAL in cross-national measurements of health-care qquality", Journal of Services Marketing, Vol.18, No.7, 2004, pp. 524-533.  https://doi.org/10.1108/08876040410561857
  32. Kim, G., H. J. Yun, S. H. Yun, and C. C. Lee, "Developing theory-based text mining framework to evaluate service quality in the context of hotel customers' online reviews", The Korea Society of Management Information Systems, Fall Conference, 2015, pp. 703-708. 
  33. Kim, Y., H. S. Moon, and J. K. Kim, "Analyzing the effect of electronic word of mouth on low involvement products", Asia Pacific Journal of Information Systems, Vol.27, No.3, 2017, pp. 139-155.  https://doi.org/10.14329/apjis.2017.27.3.139
  34. Lee, J., D. H. Park, and I. Han, "The effect of negative online consumer reviews on product attitude: An information processing view", Electronic Commerce Research and Applications, Vol.7, No.3, 2008, pp. 341-352.  https://doi.org/10.1016/j.elerap.2007.05.004
  35. Leung, M. M. S., Business Strategy of New Age Business from Old to New-the Social Commerce Approach (Master's thesis), Waseda University, 2012. 
  36. Liu, B., "Sentiment analysis and opinion mining", Synthesis Lectures on Human Language Technologies, Vol.5, No.1, 2012, pp. 1-167.  https://doi.org/10.1007/978-3-031-02145-9
  37. Luca, M., "Reviews, reputation, and revenue: The case of yelp. com", Harvard Business School NOM Unit Working Paper, No.12-016, 2011. 
  38. Luft, H. S., D. W. Garnick, D. H. Mark, D. J. Peltzman, C. S. Phibbs, E. Lichtenberg, and S. J. McPhee, "Does quality influence choice of hospital?", JAMA, Vol.263, No.21, 1990, pp. 2899-2906.  https://doi.org/10.1001/jama.1990.03440210049031
  39. Moore, G. C. and I. Benbasat, "Development of an instrument to measure the perceptions of adopting an information technology innovation", Information Systems Research, Vol.2, No.3, 1991, pp. 192-222.  https://doi.org/10.1287/isre.2.3.192
  40. Mowen, J. C., J. W. Licata, and J. McPhail, "Waiting in the emergency room: How to improve patient satisfaction", Marketing Health Services, Vol.13, No.2, 1993, pp. 26-33. 
  41. Mudambi, S. M. and D. Schuff, "What makes a helpful review? A study of customer reviews on Amazon. com", MIS Quarterly, Vol.34, No.1, 2010, pp. 185-200.  https://doi.org/10.2307/20721420
  42. O'Connor, P., "Managing a hotel's image on trip advisor", Journal of Hospitality Marketing & Management, Vol.19, No.7, 2010, pp. 754-772.  https://doi.org/10.1080/19368623.2010.508007
  43. Ostrom, A. and D. Iacobucci, "Consumer tradeoffs and the evaluation of services", The Journal of Marketing, Vol.59, No.1, 1995, pp. 17-28.  https://doi.org/10.1177/002224299505900102
  44. Parasuraman, A., V. A. Zeithaml, and L. L. Berry, "Servqual", Journal of Retailing, Vol.64, No.1, 1988, pp. 12-40. 
  45. Parasuraman, A., V. Zeithaml and L. Berry, "SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality", Retailing: Critical Concepts, Vol.64, No.1, 2002, pp. 12-37. 
  46. Park, C. and T. M. Lee, "Information direction, website reputation and eWOM effect: A moderating role of product type", Journal of Business Research, Vol.62, No.1, 2009, pp. 61-67.  https://doi.org/10.1016/j.jbusres.2007.11.017
  47. Pehlivan, E., F. Sarican, and P. Berthon, "Mining messages: Exploring consumer response to consumer-vs. firm-generated ads", Journal of Consumer Behaviour, Vol.10, No.6, 2011, pp. 313-321.  https://doi.org/10.1002/cb.379
  48. Pentland, B. T., "Use and productivity in personal computing: An empirical test", in Proceedings of the Tenth International Conference on Information Systems (ICIS), 1989, pp. 211-222. 
  49. Radnofsky, L., "U. S. health-spending growth jumped to 5.5% in 2014", The Wall Street Journal, 2015, Available at http://www.wsj.com/articles/us-health-spending-growth-jumped-to-5-5-in-2014-1438114020. 
  50. Ranard, B. L., R. M. Werner, T. Antanavicius, H. A. Schwartz, R. J. Smith, Z. F. Meisel, and R. M. Merchant, "Yelp reviews of hospital care can supplement and inform traditional surveys of the patient experience of care", Health Affairs, Vol.35, No.4, 2016, pp. 697-705.  https://doi.org/10.1377/hlthaff.2015.1030
  51. Remmers, M., "Survey: Yelp is #1 Choice for Finding Doctors, Lawyers & Home Service Provi ders", Yelp Official Blog, 2015, Available at https://www.yelpblog.com/2015/06/survey-yelp-is-1-choice-for-finding-doctors-lawyers-home-service-providers. 
  52. Sargeant, A., J. B. Ford, and D. C. West, "Perceptual determinants of nonprofit giving behavior", Journal of Business Research, Vol.59, No.2, 2006, pp. 155-165.  https://doi.org/10.1016/j.jbusres.2005.04.006
  53. Taboada, M., J. Brooke, M. Tofiloski, K. Voll, and M. Stede, "Lexicon-based methods for sentiment analysis", Computational Linguistics, Vol.37, No.2, 2011, pp. 267-307.  https://doi.org/10.1162/COLI_a_00049
  54. Taylor, D. G., J. E. Lewin, and D. Strutton, "Friends, fans, and followers: Do ads work on social networks?", Journal of Advertising Research, Vol.51, No.1, 2011, pp. 258-275.  https://doi.org/10.2501/JAR-51-1-258-275
  55. Taylor, S. A. and J. J. Cronin, Jr, "Modeling patient satisfaction and service quality", Marketing Health Services, Vol.14, No.1, 1994, pp. 34-44. 
  56. Thompson, P., G. DeSouza, and B. T. Gale, "The strategic management of service quality", Quality Progress, Vol.18, No.6, 1985, pp. 20-25. 
  57. Verhoef, L. M., T. H. Van de Belt, L. J. Engelen, L. Schoonhoven, and R. B. Kool, "Social media and rating sites as tools to understanding quality of care: A scoping review", Journal of Medical Internet Research, Vol.16, No.2, 2014, p. e56. 
  58. Wooldridge, J. M., Econometric Analysis of Cross Section and Panel Data, MIT Press, Cambridge, MA, 2010. 
  59. Yang, Z., R. T. Peterson, and S. Cai, "Services quality dimensions of internet retailing: An exploratory analysis", Journal of Services Marketing, Vol.17, No.7, 2003, pp. 685-700.  https://doi.org/10.1108/08876040310501241
  60. Zaithaml, V. A., "Customer perceptions of price, quality and value", Journal of Marketing, Vol.52, 1988, p. 52.