Individual-Level Market Orientation of Healthcare Practitioners in the COVID-19 Era

Authors

  • Ceyhan Kilic Tarleton State University
  • Türkan Dursun West Texas A&M University
  • Rui “Aray” Chen Tarleton State University

DOI:

https://doi.org/10.33423/jmdc.v17i1.5908

Keywords:

marketing development, healthcare, customer orientation, market orientation, job involvement, job satisfaction, role ambiguity, organizational commitment, personality, performance, marketing

Abstract

Healthcare organizations may have different types of business orientations such as customer orientation, goal orientation, management orientation, sales orientation, marketing orientation, and so on. All these orientations can be assessed both at the organizational and individual levels. They may be critically important for healthcare organizations both in national and international markets. In general, the purpose of these orientations is to generate more profit, more sales, more satisfaction, and so on. Especially, customer orientation in the healthcare context has been increasingly emphasized by both academics and practitioners as a beneficial business orientation. The current study aims to investigate the individual-level of customer orientation of healthcare practitioners through a theoretical framework. Four hypotheses were proposed.

Downloads

Published

2023-03-22

How to Cite

Kilic, C., Dursun, T., & Chen, R. “Aray”. (2023). Individual-Level Market Orientation of Healthcare Practitioners in the COVID-19 Era. Journal of Marketing Development and Competitiveness, 17(1). https://doi.org/10.33423/jmdc.v17i1.5908

Issue

Section

Articles