A Study on the Effect of Market Orientation on Customer Orientation, Professionalism, Job satisfaction and Performance in Specialty Hospital

전문병원의 시장지향성이 고객지향성, 직업전문성, 직무만족 및 경영성과에 미치는 영향

The purpose of this study is to find how does market orientation of specialty hospital affects customer orientation, professionalism, job satisfaction and performance. Consequently, the correlation between market orientation and performance can be identified and more effective guideline for marketing strategy can be draw through this study. Data were collected from 302 employees in 6 hospitals using a standardized questionnaire. This study analyzed the research model using structural equation model. The findings of this paper are as followings; 1. Customer orientation and professionalism had been affected directly by market orientation. 2. Performance has been affected directly by customer orientation and job satisfaction. 3. Job satisfaction has been affected directly by professionalism. 4. Performance has been affected indirectly by professionalism via job satisfaction.