Perceptual Market Orientation Gap and Its Impact on Relationship Quality and Patient Loyalty: The Role of Internal Marketing

doi:10.1177/0163278712458797

CNU IR > College of Smart Living > Dept. of Hospital and Health (including master's program) > Periodical Articles > Item 310902800/27897

Please use this identifier to cite or link to this item: https://ir.cnu.edu.tw/handle/310902800/27897

Title:	Perceptual Market Orientation Gap and Its Impact on Relationship Quality and Patient Loyalty: The Role of Internal Marketing
Authors:	Huang, Jin-An Weng, Rhay-Hung Lai, Chi-Shiun Hu, Jer-San
Contributors:	醫務管理系
Keywords:	Patient Loyalty Patient-Physician Relationship Relationship Quality Market Orientation Internal Marketing
Date:	2013-06
Issue Date:	2014-05-26 10:48:07 (UTC+8)
Publisher:	Sage Publications Inc
Abstract:	The purpose of this study was to explore the perceptual market orientation gaps between physician and patients and its impact on relationship quality and patient loyalty, and to verify the critical role of internal marketing on developing market orientation. Self-administered questionnaires were then employed to collect the data. We used a convenience sample of physicians and patients at a medical center in central Taiwan, and 90 usable questionnaires from physicians and 450 usable questionnaires from patients were returned. Hierarchical multiple regression analyses were used to validate the research hypotheses. Physicians' perceptual market orientation had a positive influence on physician-patient relationship quality, hospital-patient relationship quality, and patient loyalty, but the perceptual market orientation gap between physicians and their patients had a direct negative impact on these constructs. Finally, internal marketing was found to have an influence on relationship quality and patient loyalty through the mediation of market orientation. In order to enhance relationship quality and patient loyalty, hospital managers should focus their efforts on improving employees' market orientation and reducing patients' perceptual market orientation gap. In addition, internal marketing was found to be a useful pathway in developing market orientation.
Relation:	Evaluation & the Health Professions, v.36 n.2, pp.204-227
Appears in Collections:	[Dept. of Hospital and Health (including master's program)] Periodical Articles

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