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- Title
MARKET ORIENTATION AND PERFORMANCE IN THE HOSPITAL INDUSTRY.
- Authors
Raju, P.S.; Lonial, Subhash C.; Gupta, Yash P.
- Abstract
The article discusses the results of a study that examines the relationship between market orientation and performance in the hospital industry. The authors identify four critical components of market orientation for hospitals. These are gathering and using information, improving customer satisfaction and reducing complaints, researching and responding to customer needs,and responding to competitors' actions. The study shows that attitudes among hospital administrators regarding market orientation and performance can vary widely even within institutions, and that a hospital's ability to respond to competitors has the most significant impact on performance. INSET: Market orientation questions..
- Subjects
UNITED States; MARKET orientation; HOSPITALS; FINANCIAL performance; HOSPITAL administrators; HEALTH care industry; MEDICAL quality control; HEALTH services administration; PATIENT satisfaction; RESEARCH &; development; MANAGEMENT
- Publication
Journal of Health Care Marketing, 1995, Vol 15, Issue 4, p34
- ISSN
0737-3252
- Publication type
Article