ANALYZING THE ROLE OF MARKET ORIENTATION ON HOSPITALS PERFORMANCE WITH EMPHASIS ON THE ROLE OF ORGANIZATION BRAND IDENTITY (CASE STUDY: PRIVATE HOSPITALS IN ISFAHAN CITY)

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MOHAMMADI FARZANEH

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Journal: New Marketing Research Journal Year:2018 | Volume:7 | Issue:4 (27) Page(s): 145-155

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Title

ANALYZING THE ROLE OF MARKET ORIENTATION ON HOSPITALS PERFORMANCE WITH EMPHASIS ON THE ROLE OF ORGANIZATION BRAND IDENTITY (CASE STUDY: PRIVATE HOSPITALS IN ISFAHAN CITY)

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MOHAMMADI FARZANEH | Issue Writer Certificate

Keywords

MARKET ORIENTATIONQ1

PERFORMANCEQ1

BRAND IDENTITYQ1

HOSPITALSQ1

Abstract

Various studies have emphasized the relationship between MARKET ORIENTATION and organization PERFORMANCE. With increasing competition in the hospital industry, HOSPITALS try to maintain and increase market share and are looking for more value in the minds of customers. This study examines this relationship in the hospital industry with an emphasis on the role of BRAND IDENTITY in private HOSPITALS in Isfahan city in 2017. In this research, data were collected using a questionnaire with 30 questions and the reliability of 0.87. The sample consisted of 350 patients who were referred to private HOSPITALS in Isfahan city to receive health care services. Structural equation modeling has been used to analyze the hypotheses. The degree of adaptation of research data and conceptual model was investigated and has an appropriate fit. The results showed that MARKET ORIENTATION affects the PERFORMANCE of private HOSPITALS in Isfahan city through BRAND IDENTITY.

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APA: Copy

MOHAMMADI, FARZANEH. (2018). ANALYZING THE ROLE OF MARKET ORIENTATION ON HOSPITALS PERFORMANCE WITH EMPHASIS ON THE ROLE OF ORGANIZATION BRAND IDENTITY (CASE STUDY: PRIVATE HOSPITALS IN ISFAHAN CITY). NEW MARKETING RESEARCH JOURNAL, 7(4 (27) ), 145-155. SID. https://sid.ir/paper/194670/en

Vancouver: Copy

MOHAMMADI FARZANEH. ANALYZING THE ROLE OF MARKET ORIENTATION ON HOSPITALS PERFORMANCE WITH EMPHASIS ON THE ROLE OF ORGANIZATION BRAND IDENTITY (CASE STUDY: PRIVATE HOSPITALS IN ISFAHAN CITY). NEW MARKETING RESEARCH JOURNAL[Internet]. 2018;7(4 (27) ):145-155. Available from: https://sid.ir/paper/194670/en

IEEE: Copy

FARZANEH MOHAMMADI, “ANALYZING THE ROLE OF MARKET ORIENTATION ON HOSPITALS PERFORMANCE WITH EMPHASIS ON THE ROLE OF ORGANIZATION BRAND IDENTITY (CASE STUDY: PRIVATE HOSPITALS IN ISFAHAN CITY),” NEW MARKETING RESEARCH JOURNAL, vol. 7, no. 4 (27) , pp. 145–155, 2018, [Online]. Available: https://sid.ir/paper/194670/en

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