이소현, 손새아, & 김희웅. (2019). 텍스트마이닝을 이용한 미용성형 주요 요인에 관한 연구. 지식경영연구, 20(1), 45-75.

https://www.kci.go.kr/kciportal/ci/sereArticleSearch/ciSereArtiView.kci?sereArticleSearchBean.artiId=ART002453021

초록

Recently, the growth of beauty industry such as plastic surgery and beauty is continued every year in Korea. With the increased interest in appearance based on the improvement of life standard and the development of media, people’s perception of cosmetic plastic surgery is changing. Now, as the service for consumer satisfaction based on their desire, the perception of plastic surgery medical service is changed to the high value-added industry with the high growth potential. Thus, this study aims to suggest the strategies for providing the medical service that could satisfy customers, by drawing the factors cognized as important when customers aim to get the cosmetic plastic surgery, and then additionally analyzing the relationships of those factors. On top of performing the topic modeling based on customers’ comments data of social commerce related to cosmetic plastic surgery, this study also conducted the network analysis for visualizing the relations of each keywords. The drawn main factors were divided by applying the sub-categories of the SERVQUAL theory, and the additional characteristics of plastic surgery were shown by referring the relevant previous researches.
Moreover, the interview with the cosmetic plastic surgery specialists (plastic surgeons) and customers who actually received the plastic surgery, helped the understanding of the interpretation of each factor and the actual relevant phenomenons. The significance of this study is to draw and discuss the main factors that should be observed by Korean cosmetic plastic surgery medical institutes, by mining and analyzing the opinions of customers interested in the cosmetic plastic surgery and procedure with the use of topic modeling. In other words, the quality of medical service of cosmetic plastic surgery could be improved by presenting the key factors that could be considered by the cosmetic plastic surgery medical service suppliers and also the actual strategies.

연구의의

본 연구는 미용성형 수술 및 시술을 할 때나 해당 병원을 선택할 때 중요하게 생각하는 요인에 대하여 조사한 연구이다. 현재 경쟁이 심한 미용성형 시장에서 소비자들에게 더 나은 서비스를 제공하기 위하여 본 연구를 통해 추출된 요인들을 기반으로 실질적인 마케팅 전략을 제시함으로써 미용성형의 의료서비스 질을 향상시킬 것으로 기대한다는 점과 텍스트마이닝 기법을 통한 분석을 수행했다는 점에서 사회과학적으로 본 연구팀의 아젠다와 부합한다.