The Empirical Research Of The Relationship Between Market Orientation And Performance In Public Hospital Industry

Scholars have generally agreed that the marketing concept is a cornerstone of the marketing disciplines, and it is also a business philosophy. Market Orientation is the advanced stage of marketing concept development, and it is an important research domain in marketing disciplines. In business management process, the manager regard it as a business philosophy; and in academic research domain, scholars regard it as an important topic for research and have done a lot of empirical research repeatedly.In fact, scholars have been doing this kind of rereach about Market Orientation and the relationship between it and its related variables for decades. A lot of research and analysis shows that the only organization to be market-oriented, respond to changes in business environment actively, and obtain and share market intelligence information, and response to the information quickly, organizations can win in the intense competitive environment.However, there are some limitations in scholars'research. On the one hand, previous scholars and organization managers tended to focus on the business organization areas, and neglected the role of Market Orientation in public hospital industry. Moreover, the conclution, which the scholars got from the study of Market Orientation in business organizations, whether stil right in public hospitals industry, this need us to test it with empirical analysis. On the other hand, the scholars have not reached a unified view of the mechanism between Market Orientation and the organizational performance. In public hospitals, whether the Market Orientation made and direc impact or through an intermediary variable indirectly to the organizational performance, this also needs to be studied and argued in this article. From this point, we select the public hospital industry as our research object. We mainly study the causes of Market Orientation in public hospitals, as well as analyze the relationships among the Market Orientation, organizational innovation and organizational performance under the influence of market factors. After reading many related literature about the Market Orientation, we defined the concept of Market Orientation as: in under the guidance of the organizational culture of the public hospitals, aimed at meeting the current and future medical needs of patients, concerned about the trend of competitors all the time, and create new medical products and services for the patients through interdepartmental cooperation coconstantly. In this way can ensure the hospital win the industry competitive advantage, and access to the excellent performance.Followed the meaning of this definition, combined with previous scholars'research results, based on a chain of "antecedent variables - Market Orientation - organizational innovation - organizational performance", considered the external environmental factors, we made the model of public hospital Market Orientation. In this model, the organizational innovation is the intermediary variable, and the environmental factors are the moderator variables. With the depth interviews and questionnaires, we choose public hospitals, which located in three provinces in Northeast China, as our research object, and collected data of 300 hospitals. Then we use SPSS statistical software to analyze these data, measure the level of Market Orientation in public hospitals, and validate the relationship and the interaction among the Market Orientation, organizational innovation and organizational performance.After empirical analysis and discussions, we got the conclusions as follows:(1) Market Orientation are affected by a number of factors in public hospitals: health care personnel are affected by top managers, who encourage them to pay more attention to market changes and respond quickly; interdepartmental dynamics also impact on Market Orientation, connectedness encourage Market Orientation to come in public hospitals; the flexibility of the organizational structure ensure the health care personnel respond to the market intelligence quickly, this provid a system security for Market Orientation, and the reasonable reward systems can incent the health care personnel to meet the needs of patients positively.(2) There is a direct impact relationship between Market Orientation of public hospitals and organizational performance. Although the external environmental factors played a role of moderator in some aspects, the whole effect of this moderator is not very clear.(3) There are significant positive relationship between Market Orientation of public hospitals and organizational innovation, and this relationship also exist between organizational innovation and organizational performance. Organizational innovation plays a role of intermediary completely between Market Orientation and organizational performance, that is, Market Orientation of public hospitals need to adopt organizational innovation to influence the organizational performance.These empirical analysis and research conclusions, on the one hand, made a few of complementarity and exploration for Market Orientation theory in public hospitals industry of our country, and extended the theory of Market Orientation research areas; on the other hand, offered the implementation and management guidance and reference about the Market Orientation for public hospitals in our country, which requires the managers of public hospitals should be fully aware of industry competitive situation and their own position, changing and surpassing the old management concepts, creating a new management model with Market Orientation as its business philosophy. At the same time of obtaining an industry competitive advantage, these public hospitals can improve and enhance the level of hospital medical services, and to meet the needs of the patients better.At the end of this paper, we analyze the weaknesses in the course of the study about the Market Orientation of public hospitals. These weaknesses and deficiencies are needed to be studied in the future, and put forward the outlook and the recommendations of the future research.