DISSATISFACTION FACTORS THAT INFLUENCE CUSTOMERS TO GIVE LOW ONLINE RATING TO HOSPITALS

Abstract

The study attempts to identify factors of dissatisfaction that significantly influence customers to give low rating to the hospital on online platforms, based on the context of India. The study conducts a qualitative analysis of a sample of 669 reviews given to private for-profit hospitals on online platform. Through textual analysis of the reviews, five distinct factors of dissatisfaction were identified. Each factors were statistically tested to identify those that were significantly present in reviews that gave low rating to the hospital. Three out of five factors, inferior medical care, inappropriate behaviour of staff and profiteering attitude, were found to be significant. Within these three factors no significant difference was found in their strength of association with the low online rating.