Despite the increasing number of websites about health information, there have been few studies on the issues of enhancing the service quality of health information websites. The purpose of this study is twofold. The first objective is to identify what customers request from health information websites and the key attributes of service operations. The second objective is to determine a strategy to improve the service quality of health information websites by applying the House of Quality(HoQ) framework.

Service attributes and functional characteristics were gathered through an online survey: in particular, 250 questionnaires were collected through an online survey at a large internet community. Based on the survey, conducted are various statistical methods including principal component factor, logistic regression, correlation, and multiple regression analyses.

First of all, 9 key service attributes and 5 key functional characteristics to health information websites are derived from principal component factor analysis. And the logistic regression analysis determines the relative importance of service attributes. To complete the relation matrix at the center of the HoQ model, it is necessary to measure the interdependency, if any, between all service attributes and functional characteristics. All the relationships are exhibited as standardized estimates. The completed HoQ results show that the search function represents the highest importance to customers.

The result of this study confirms the proposition that it is critical for website managers to provide health information service that best meet customers' needs. The HoQ framework employed in this study provides an efficient way of improving healthcare websites. Moreover, the insights from the study will serve as a good stepping stone towards a marketing strategy for the website providers under a fierce competition.