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KMID : 0926620220270030001
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Korean Journal of Hospital Management
2022 Volume.27 No. 3 p.1 ~ p.14
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Differential effects of online word-of-mouth about attractive and one-dimensional Kano attributes on hospital selection
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Kim Su-Jung
Kim Jun-Yong
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Abstract
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Purposes: This purpose of this study was to check how much the online word of mouth influences on customer?s hospital selection according to Kano?s model.
Methodology: Kano classified the attributes that affect customer?s satisfaction into attractive, one-dimensional, indifferent, must-be, and reverse attributes. Among them, attractive and one-dimensional attributes make up the largest portion in hospital selection. Based on this, the influence of positive or negative online reviews on the selection of hospitals was investigated. Differentiated service was selected as the attractive attributes, and a kind, sufficient explanation was selected as the one-dimensional attributes. Then a questionnaire was conducted how much the positive or negative online reviews influence on hospital selection, respectively. It was conducted from August 7 to September 7, 2021 for medical consumers in their 20s and older who have used medical services for the past 3 years, and the final 142 questionnaires were analyzed. All data was analyzed by chi-square and two-way ANOVA using SPSS ver 25.0.
Findings: The results showed that, in one-dimensional attributes, the difference between positive and negative reviews was not statistically significant, but in attractive attributes, positive and negative reviews showed a statistically significant difference. It suggests that positive reviews on attractive attributes had a greater influence on hospital selection. In terms of hospital selection, when the experimental participants were exposed to the positive reviews, the hospital selection ratio did not differ by Kano?s attributes, but to the negative reviews it differed. The hospital selection ratio, even after they were exposed to negative reviews, was higher in the attractive attributes than in the one-dimensional attributes.
Practical Implication: This study confirmed that hospital selection is influenced differently depending on the Kano?s attributes and the direction of the reviews, and suggests that marketers should respond differently to each Kano?s attributes when they deal with online reviews of hospitals.
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KEYWORD
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hospital selection factors, online word of mouth, review direction, Kano model, attractive and one-dimensional attributes
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