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

jsp.display-item.identifier=請使用永久網址來引用或連結此文件: https://ir.cnu.edu.tw/handle/310902800/27897

题名:	Perceptual Market Orientation Gap and Its Impact on Relationship Quality and Patient Loyalty: The Role of Internal Marketing
作者:	Huang, Jin-An Weng, Rhay-Hung Lai, Chi-Shiun Hu, Jer-San
贡献者:	醫務管理系
关键词:	Patient Loyalty Patient-Physician Relationship Relationship Quality Market Orientation Internal Marketing
日期:	2013-06
上传时间:	2014-05-26 10:48:07 (UTC+8)
出版者:	Sage Publications Inc
摘要:	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.
關聯:	Evaluation & the Health Professions, v.36 n.2, pp.204-227
显示于类别:	[Dept. of Hospital and Health (including master's program)] Periodical Articles

文件中的档案:

档案	描述	大小	格式	浏览次数
index.html		0Kb	HTML	2772	检视/开启

在CNU IR中所有的数据项都受到原著作权保护.

TAIR相关文章

数据加载中.....