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The development of Facebook in Viet Nam has created social online forums for many discussions. The topic of dissatisfaction of public service attracted the most posts and comments. Our study showed that, the dissatisfaction, claims on public service will be one of the most useful sources for improving public services. Under the approach of social listening by the technique of opinion mining/sentiment analysis we found many interesting insights relating to citizens‟ responses on public health services. Facebook big data was archived from 2017 to 2018 and analysed in three dimensions: timeline, word ranking topics and sentiment analysis. We hoped that the result could provide public service managers with solutions for minimizing dissatisfaction towards public service and manage the image of public health services.
OPINION AND DISSATISFACTION TOWARDS PUBLIC SERVICES ON THE INTERNET THE CASE OF VIETNAMESE PUBLIC HEALTH SERVICES Prof Dr Nguyen Viet Lam nguyenvietlam@neu.edu.vn Nguyen Minh Hien hienmarketing@gmail.com Le Pham Khanh Hoa lephamkhanhhoa@gmail.com Pham Minh Ngoc ngocpvm@gmail.com Marketing Department, National Economics University, Hanoi, Vietnam Abstract The development of Facebook in Viet Nam has created social online forums for many discussions The topic of dissatisfaction of public service attracted the most posts and comments Our study showed that, the dissatisfaction, claims on public service will be one of the most useful sources for improving public services Under the approach of social listening by the technique of opinion mining/sentiment analysis we found many interesting insights relating to citizens‟ responses on public health services Facebook big data was archived from 2017 to 2018 and analysed in three dimensions: timeline, word ranking topics and sentiment analysis We hoped that the result could provide public service managers with solutions for minimizing dissatisfaction towards public service and manage the image of public health services Keywords: public service, dissatisfaction, social listening, sentiment analysis, Facebook Introduction The topic research of satisfaction has been exploited vigorously recent years in the context of Vietnam Satisfaction is one of easiest ways for every researcher to explore the field of quantitative research regardless of the specific research interest In terms of consumer research, satisfaction was defined relating to the level of needs or wants were met Measuring satisfaction has been the practical way for service firms to improve their perceived quality In the border of service, the Government has applied the approach of satisfaction measurement into public service sector to assess their servants‘ performance However, this solution has had some potential problems The principle question is that, should we maximize satisfaction or minimize dissatisfaction in a particular product/service? Maximizing satisfaction is an elusive goal because individual aspirations and expectations are constantly changing that we could not conceive or make all people fully satisfied (Andreasen, 1977) Although an individual 649 satisfaction could be defined, the problem of objective or subjective measure might be questioned due to the subjective nature of a psychological construct (Andreasen, 1977) Post-purchase satisfaction measurement, which has been applied widely in marketing researches of Vietnamese context recently ignores the seller‘s complaint handling mechanisms that satisfaction is just the beginning step (Andreasen, 1977) Applying the definition of customer satisfaction to the public sector could cause some sources problems: (1) transaction in private sector is voluntary, (2) citizens are required to pay for services that they not consume, (3) the Government is typically a monopoly provider of some services (Kelly, 2005) In addition, it has some problems in measuring: (1) subject measurement of public services sector has similar limitations with the general satisfaction measurement due to one of the reasons that citizen evaluations of service quality could reveal many outcomes that the administrative outcome measures not have, (2) the difference between service outputs and outcomes is clear, but the public managers are just interested in the outputs which make the satisfaction measurement meaningless Generally, public services have many different characteristics from private services which make them more difficult to measure satisfaction Public services exists and operate under the regulations by the Government or in the political environment The failure of public services is a normal phenomenon which is not like private services Perceptions and framing of public service failure which is more than in a private sector context, are often mixed with opinons about the service, its needs, desirability, prior reputation, political learnings of the service (Van de Walle, 2016) Failure of public services lies in the eyes of citizens and the performance of public service is assessed by the comparision between expectations and perceptions Public service failure is the matter of interpretation and perception that means not only publics services have to perform better than established standards, they have to be seen to improve (Van de Walle, 2016) Van de Walle (2016) figured out reasons of public service failures: (1) failure by ignorance is failure to recognize a need for adaptation or reform; (2) failure by rigidity, a situation where policy makers know what is going on, but they seem unable to take action; (3) failure by failed intervention refers to a situation when wrong solutions are applied or where a solution applied to the wrong problem; (4) failure by neglect is the result of disinterest by management or policy makers in the service involved (5) failure by design exists in areas where demand is high but resources scarce; (6) failure by association occurs when actors‘ assessment of public services is affected by negativity bias When citizens are treated as customers or consumers, applications of behavior theory showed some strategies of citizens‘ reactions (Van de Walle, 2016): customers can use their voice to express dissatisfaction toward political leaders in charge of those services, toward those managing or operating the service; they also choose exit as a common stategy to counteract service failure After experienced dissatisfaction, consumers have motivation to share their negative service expericence on platforms of Web 2.0 which allows users to share and discuss their ideas (Hartmans, 2014) That the reason user generated content (UGC) is an important source of information for improving services and should be tracked and 650 monitored closely (Hartmans, 2014) Customers could be driven by altruism, vengeance, venting, economic and self-enhancement motivation to engage WOM (word of mouth) after encountering negative services Some researchers applied sentitment analysis to get insight from UGC on social networking sites Sentiment analysis refers to the detection of opinions, sentiments, emotions and subjectivities in the unstructured texts which determines the attitude of user/writer on specific topics by text segments and the polarity or the strength of the attitude (Zhang, Yu, Li, & Lin, 2016) The extremly dissatisfied consumer is more willing to generated itemized rating and textual comments that bear negative sentiments then the mean across the itemized ratings and the sentiments of textual comments cand be adopted to represent the consumer satisfaction level (Zhang, Yu, Li, & Lin, 2016) Method Social media listening and monitoring has been used from the advent of social media marketing Listening refers to tracking conversations and content in social media platforms with the aid of software that automatic searches information and stores data in high capacity servers called data warehouse Social listening is an approach for researching topics in social networking sites or other social media platforms When citizens not want to voice or hide their ratings with the public health services in formal survey research, social listening is one of the most useful method to collect their evaluations In terms of social listening, we use some research techniques to find the dissatisfaction/satisfaction of Vietnamese citizens toward public health services Sentiment analysis is one of the most popular techniques in researching opinion, or a means of researching attitudinal surveys Sentiment, heavier on emotions, refers feeling about an object which is a brand, an organization or an issue (Tuten & Solomon, 2015) Sentiment analysis, called opinion mining, is a very basic level to analyze content to determine the attitude of the writer Applied sentiment analysis in this study, we hope to assess attitudes of Vietnamese citizens with issues related to public health services We bought the data from a big data service company in Vietnam, SMCC (https://smcc.vn/) in the period from April, 2017 to April, 2018 Totally, we had 4,853 significance data unit from more than 100,000 data unit, the basic dataset included such main fields: (1) date/time/hour; (2) title of the post; (3) sources of data; (4) content; (5) Object of post/comment/response; (6) mentioned problem/issue; (7) sentiment; (8) Like; (9) Domain; (10) writer/author/user; (11) caategory; (12) influence; (13) Alexa rank; (14) tagged keyword Data was crawled following some Vietnamese keywords related to the main topic of Vietnamese public health service sector After data had been exported in the form of csv (a form of Microsoft Exel file), we conducted analyzing in following steps Firstly, data was cleansed throughout scanning with the level of significance or topicrelated Secondly, objects of content was extrated together with the issues/problems relating to the main topic Lastly, sentiment was extracted and analyzed with three category: (1) Positive; (2) Negative; (3) Neutral There are three main topics in any social listening reports Timeline illustrates the agenda of dicussion regarding the analyse topics which provide the landscape of topic 651 discussion in the period of time Word ranking or topic ranking is the second topic that shows the importance of topics discussion in the analysis period The topic/keyword have a higher ranking or most mentioned is ―hotter‖ than others Last but not least, sentiment analysis provide the researchers with the broad attitude towards the objects of posts/comments Sentiment analysis is the core of a social listening report which show the dimensions aspect of one topic The imbalance of general feeling (positive or negative) has more value for managers in finding solutions for the problem/issue In our point of view, social listening is an approach which can combine the qualitative and quantitative or sometimes could be called a mixed approach We could calculate the proportion of post/comments/data unit in the basic kind of quantiative like frequency but we can denote the idea or meaning of digital discourse from social networking sites to analyze in the form of qualitative approach Results From more than 100,000 data unit in the topic of public health services, we tested and found 5,009 significant units Vietnamese Facebook ‗citizens‘ discussed about public health all the year of 2017 The August are on the top of discussion with 2,544 discussions The agenda discussed topic showed that, Facebook citizens commented on the issue of vaccine crisis in August, 2017 Figure 1: Agenda of discussed topics in 2017 on public health services As the Figure shows, top comments of Facebook citizens on public health services in March, August, 2017 and March 2018 relate to public health insurance, vaccine However, comments/posts on public health services has been stabilized for 12 months with the number of less than 500 discussions Probably, citizens always talk, share their ideas on the public health services, or it is the most frequently used services that every people encounters The object of discussion includes minister of MOH (Ministry of Health), public health insurance, vaccination, public health servants, public health fee, general public health, drug, administrative procedure, administrative servants, safe, health equipment and health service infrastructure 652 Figure 2: Objects of citizens’ responses/discussions Figure listed 12 top discussion objects of Facebook citizens, which is focus mostly on the Minister of MOH with 1,874 comments When citizens want to share their dissatisfaction on public services, leaders of public organizations could be the one of the potential object (Van de Walle, 2016) Ranked second in top agenda of 2017 discussion on public health is public health insurance which attracted 1,837 discussions Attributes of public health services such as: public health servants, fee, drug, administrative procedures, equipment, infrastructure were not discussed frequently On the perspective of social listening and monitoring, sentiment analysis is more difficult to analyse but more useful for managers to find solutions for their improvements Sentiment analysis in public health services could be considered as a form of attitudinal surveys which show the general attitude or opinion of citizens on the discussed objects, problems or issues Sentiment is analysed based on discussed objects which shows the attitude towards objects Figure 3: Feeling towards discussed objects Figure illustrates that, the negative attitude of citizens towards ministers of MOH is the highest negative proportion Ranked second is public health insurance, followed is vaccination, public health servants, fee and general public health Negative attitude seemed 653 to cover all the discussed object of public health services There were five positive comments on public health equipment Notably, we did not see many comments on the failure of public services in negative discussions This approved the assumption that, satisfaction/dissatisfaction towards public services are mixed of perceptions and opinion Mining more deeply on negative comments we could find other subtopics related to the opinion and dissatisfaction While the opinion targeted the agenda, discussion led by mas media, focused on minister of MOH, public health insurance, vaccination, the dissatisfaction concentrated on public health servants, public health administrator, public health fee, procedures, infrastructure (physical evidence), public health in general Discussion and Conclusion Our study results show the dissatisfaction of citizens on public health services which includes their opinions and ratings Dissatisfaction towards public health service attributes was less frequently discussed than the topic of other mass issues but spread for a long range of time Whilst citizens opinion was led by the mass agenda of online media news concentrated on the specific period of time of the year Negative attitude towards public health image of Vietnamese citizens lied heavily in the image of leaders of the public organization Other aspect of negative image of public health related to the discussed topic of the mass audience when some issues were raise Public services manager need to employ some tactics to adjust their image throughout tracking and listening to the citizens or mass audience Managing public services not only manage the output but outcomes Managers have to react, take measures together with the promotion activities Citizen rarely shares their positive comments or satisfaction toward public health services or any objects Social listening could be considered as a method for improving services followed the approach of minimizing dissatisfaction References Andreasen, A (1977) A Taxonomy of Consumer Satisfaction/Dissatisfaction Measures The journal of consumer affairs, 11-24 Hartmans, C (2014) User-generated content behaviour of the dissatisfied service customer European Journal of Marketing, 1600-1625 Kelly, J (2005) The Dilemma of the Unsatisfied Customer in a Market Model of Public Administration Public Administration Review, 76-84 Tuten, T., & Solomon, M (2015) Social media marketing (second edition) London: SAGE Van de Walle , S (2016) When public services fail: a research agenda on public service failure Journal of Service Management Zhang, X., Yu, Y., Li, H., & Lin, Z (2016) Sentimental Interplay between Structured and Unstructured User-Generated Contents - An Empirical Study on Online Hotel Reviews Online Information Review 654 ... to the opinion and dissatisfaction While the opinion targeted the agenda, discussion led by mas media, focused on minister of MOH, public health insurance, vaccination, the dissatisfaction concentrated... their dissatisfaction on public services, leaders of public organizations could be the one of the potential object (Van de Walle, 2016) Ranked second in top agenda of 2017 discussion on public health. .. Conclusion Our study results show the dissatisfaction of citizens on public health services which includes their opinions and ratings Dissatisfaction towards public health service attributes was