Raju P S, Lonial S C, Gupta Y P, Ziegler C
College of Business and Public Administration, University of Louisville, KY 40292, USA.
Health Care Manag Sci. 2000 Jun;3(3):237-47. doi: 10.1023/a:1019061912075.
There is general consensus in the research literature that market orientation is related to organizational performance. This study examines this relationship in the hospital industry. One unique feature of this study is that both market orientation and performance are conceptualized as being multi-dimensional constructs. Hence the technique of Structural Equations Modeling (SEM) is used to examine the relationship. Analyses were based on market orientation and performance data obtained from 175 hospitals in a five-state region of the United States. The SEM results confirm the multi-dimensional nature of both market orientation and performance, and the strong relationship between the constructs. Interestingly, this relationship is found to be much stronger for smaller hospitals than for larger hospitals. Implications for the hospital industry are discussed.
研究文献中普遍认为市场导向与组织绩效相关。本研究考察了医院行业中的这种关系。本研究的一个独特之处在于，市场导向和绩效都被概念化为多维结构。因此，采用结构方程建模（SEM）技术来考察这种关系。分析基于从美国五个州地区的175家医院获得的市场导向和绩效数据。SEM结果证实了市场导向和绩效的多维性质，以及这些结构之间的紧密关系。有趣的是，发现这种关系在小型医院中比在大型医院中要强得多。文中讨论了对医院行业的启示。
