Abstract
This study examines hospital brand communities to improve the understanding of what patients value and how they view the opinions and experiences of other community members. Results from the empirical analysis of brand communities of 364 hospitals involving over 22,000 patient reviews on Yelp.com show that the brand community influences patient decision making in a number of ways. While determining the usefulness of reviews, online hospital review readers consider a combination of factors like affective language, the communication, environmental conditions, and quality of care provided in the hospital, and to a lesser extent the responsiveness of the provider.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
