Perceptual Market Orientation Gap in Hospital and its Impact for Patient Relationship Quality and Loyalty--A Study of Outpatient Services

• Main Authors: Jin-An Huang, 黃金安
• Other Authors: none
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/33725157010905411186

博士 === 國立雲林科技大學 === 企業管理博士班 === 95 === The purpose of this study was to examine the impact that patients’ perception of market orientation has on patients’ relationship quality and loyalty, to explore the perceptual market orientation gaps between physician and patients as well as between hospital management and physicians and their impact on patients’ relationship quality and loyalty, and to verify the critical role of internal marketing on developing market orientation. We built our conceptual model and hypothesis by interviewing hospital managers, physicians and nurses and reviewing literatures. Self-administered questionnaires were then employed to collect the data. We used a convenient sample of physicians and patients of a medical center in central Taiwan, and 90 usable questionnaires from physicians and 450 usable questionnaires from patients were returned. Structural equation modeling and hierarchical multiple regression analyses were used to validate the research model. The measure reliability, construct validity, and model fitness of the research model were good. We found there important findings. First, the patients’ perceptual market orientation had a direct positive impact on patients’ loyalty to the hospital, and an indirect positive impact via the mediation of patient-hospital relationship quality, patient-physician relationship quality and patient’s loyalty to physician. In addition, the patient’s perceptual market orientation had an indirect positive impact on patient’s loyalty to the physician. A strong relationship exists between patient perception of market orientation and patient’s loyalty to the hospital, and this in turn has an impact on patient-hospital relationship quality, patient-physician relationship quality and patient’s loyalty to physician. Second, the patients’ perceptual market orientation gap had direct positive impact on patients’ relationship quality and loyalty. Finally, internal marketing had a critical role in developing market orientation. Therefore, hospital management should be dedicated to a market-driven approach.