Physician’s service quality and patient’s review behavior: managing online review to attract more patients

Purpose Online patient reviews are of considerable importance on online health platforms. However, there is limited understanding of how these reviews are generated and their impact on patients' choices of physicians. Therefore, this study aims to investigate the antecedents and consequences of online patient reviews on online health platforms. Design/methodology/approach This study introduced an online interaction model with multiple stages aimed at examining how physicians' service quality affects patients' review behavior and, consequently, influences patients' choices of physicians. Findings The results revealed that technical quality and emotional care significantly influenced the effort that patients exert and their use of positive emotional words when writing reviews, which, in turn, positively influenced patients' selection of physicians. Moreover, it was found that the voice channel had a significant moderating effect on the relationship between physician service quality and patient review behavior. Practical implications The study’s findings can help online health platform managers improve the platform system by optimizing the integrated text and voice interaction functions. The findings can also support physicians in improving service quality, managing online reviews and attracting patients’ choices. Originality/value This study enriches the literature on physician service quality, patient online reviews and choices in online health platforms. Furthermore, this study offers a novel perspective on the social exchange process in online healthcare settings by highlighting the role of media in shaping physician–patient interactions.