XML Print


Social Determinants of Health Research Center, Research Institute for Prevention of Non-Communicable Diseases, Qazvin University of Medical Sciences, Qazvin, Iran
Abstract:   (88 Views)
Background: Hospital management style can affect various aspects of hospital performance. One of these aspects is the level of market orientation of the hospital. Therefore, the present study attempts to answer whether management style makes a difference in the degree market orientation of hospitals or not.
Methods: This research is a descriptive-analytical and cross-sectional study conducted in 2020. About 420 people were selected by stratified sampling out of the six medical centers' staff in Qazvin, Iran. A total of 411 people (97.86 %) completed the questionnaires. The collected data were analyzed using STATA15 and SPSS16 software. Robust regression analysis was used to estimate the role of management style in the level of market orientation of hospitals. Mean variables were analyzed using one-way analysis of variance and post hoc test.
Results: The score range of the variables was from 1 to 5. Autocratic and delegating styles obtained the highest average (3.22 ± 0.54) and the lowest average (2.87 ± 0.70), respectively. Among the dimensions of market orientation, customer orientation had the highest average (3.32 ± 0.84), while competitor orientation obtained the lowest average (2.80 ± 0.86). The average score of market orientation was 2.88 ± 0.65. A statistically significant difference between hospitals was observed in terms of participative and delegating styles (P-value < 0.05). In addition to market orientation, there was a statistically significant difference between hospitals (P-value < 0.05). The regression coefficient between the level of the hospital market orientation and the participative and delegating styles was 0.10 and 0.09
, respectively (P-value < 0.05). In contrast, the regression coefficient between autocratic style and level of market orientation was estimated to be -0.76.
Conclusion: It can be concluded that managers should use more participatory and delegating styles to increase the market orientation of the studied hospitals.
 
     
Type of Study: Original article | Subject: Healt care Management
Received: 2021/05/24 | Accepted: 2022/05/20

References
1. Narver JC, Slater SF. The effect of a market orientation on business profitability. Journal of Marketing. 1990; 54(4): 20-35. [DOI: 10.2307/ 1251757]
2. Agazadeh H, Mehrnoosh M. Indigenous scale of market orientation of Iranian commercial banks. Business Management Perspective. 2010; 9(2): 119-43. [In Persian]
3. Harris LC, Ogbonna E. Leadership style and market orientation: An empirical study. European Journal of Marketing. 2001; 35 (5/6): 744-64. [DOI: 10.1108/03090560110388196]
4. Azar A, Taqizadeh Jurshari MR, Takhireh M. Impact of comprehensive quality management on performance banks: Mediation market orientation. Journal of Business Management Perspective. 2015; 14(22): 29-47. [In Persian]
5. Sampaio CAF, Hernández-Mogollón JM, Rodrigues RG. Assessing the relationship between market orientation and business performance in the hotel industry–the mediating role of service quality. Journal of Knowledge Management. 2019; 23(4): 644-63. [DOI: 10.1108/JKM-08-2017-0363]
6. Mohammadi F. 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. Quarterly Journal of New Marketing Research. 2018; 7(4): 145-56. [In Persian] [DOI: 10.22108/NMRJ.2018.108466.1523]
7. Amangala EA, Wali AF. Market orientation, service quality perception, and customer satisfaction: The role of market-sensing capabilities. Business Perspectives and Research. 2020; 8(2): 216–31. [DOI: 10.1177/ 2278533719887453]
8. Dadashi MA, Mohammadian M, Dehdashti Shahrokh Z, Khashei V. Native model of development of market orientation of organic products in Iran. Journal of Agricultural Economics Research. 2018; 9(36): 231-58. [In Persian]
9. Kohli AK, Jaworski BJ, Kumar A. MARKOR: A measure of market orientation. Journal of Marketing Research. 1993; 30(4): 467-77. [DOI: 10.1177/002224379303000406]
10. Abolfazli SA, Salar J, Rezaian A. The relationship between entrepreneurial management, market orientation and performance. Business Management Outlook (Management Outlook (Management Message)). 2015. 14(22): 123-39. [In Persian]
11. Harris LC, Ogbonna E. Strategic human resource management, market orientation, and organizational performance. Journal of Business Research. 2001; 51(2): 157-66.
12. Brettel M, Engelen A, Heinemann F, Vadhanasindhu P. Antecedents of market orientation: A cross-cultural comparison. Journal of International Marketing. 2008; 16(2): 84-119. [DOI: 10.1509/jimk.16.2.84]
13. Chakravorti S. Market orientation of firms in international markets. A review research article presented in the 3rd Annual International Conference on Enterprise Marketing and Globalization (EMG 2013): Organized by Global Science and Technology Forum in Singapore; 2013. 22–3.
14. Bengtsson S, Solheim BG. Enforcement of data protection, privacy and security in medical informatics. Proceedings of the 7th World Congress on Medical Informatics; 1992 Sep 6-10; Geneva, Switzerland. Amsterdam: North-Holland; 1992: 1561-5
15. Horng AH, Chen AC. Market orientation of small and medium sized firms in Taiwan. Journal of Small Business Management. 1998; 36(2): 79–85.
16. Kirca AH, Jayachandran S, Bearden WO. Market orientation: A meta-analytic review and assessment of its antecedents and impact on performance. Journal of Marketing. 2005; 69(2): 24-41. [DOI: 10.1509/jmkg.69.2.24.60761]
17. Ranjbarian B, Kaboli MR, Rojuee M, Sanaei A. An analysis of antecedent and consequences of market orientation for Iran’s insurance industry. Journal of Management Research. 2012; 4(1): 1–25.
18. Hooman, HA. Structural equation modeling book using LISREL software. 6 th. Tehran: Organization for the study and compilation of University Humanities; 2014. 1-352.
19. Ahmad N, Iqbal N. The impact of market orientation and brand orientation on strengthening brand performance: An insight from the beverage industry of Pakistan. International Review of Management and Business Research. 2013; 2(1): 128-32.
20. Clark. D (1998): Leadership Style Survey. Retrieved in Feb. 12, 2008, Available from URL: http://www.nwlink.com/~donclark/leader/survstyl.html. Last access: 21 December, 2021.
21. Yaghoubi M, Agharahimi Z, Javadi M, Bahadori MK. The relationship between market orientation, organizational structure and system approach in private hospitals of Isfahan. Daneshvar. 2013; 21(108): 1-12. [In Persian]
22. 22. Allahyari Bouzanjani A, Abbasi A, Alipour F, Khosravaninezhad F. Effect of nurses perceptions on the quality of services received by managers on their customer-oriented behaviors (patient centered care). Quarterly Journal of Nursing Management. 2016; 5(3): 53-61. [In Persian] [DOI: 10.29252/ijnv.5.3.4.53]
23. Golparvar M, Nadi MA. Perceptions of Justice with Customer - Oriented Behaviors among Nurses. JHA. 2009; 12 (35): 61-82. [In Persian]
24. Hwang YI, Chung S. Market orientation, social responsibility, and performance in Korea's healthcare industry. International Journal of Healthcare Management. 2018; 11(4): 325-32. [DOI: 10.1080/20479700.2017.1404728]
25. Kumar PN, Jacob A, Thota S. Impact of healthcare marketing and bradning on hospital service. Int J Res Foundation Hosp Healthc Adm. 2014; 2(1): 19-24. [DOI: 10.5005/JP-JOURNALS-10035-1010]
26. Arab M, Tajvar M, Akbari FA, Zeraati H. Styles of hospital administration and features of managers and staffs. Journal of Health Faculty and Health Research Institiotion. 2006; 4(3): 43-52. [In Persian]
27. Bikmoradi A, Hamidi Y, Soltanian AR, Abdi F. Correlation of nurse managers' demographic characteristics with their leadership styles in educational hospitals of Hamadan City in 2014. Sci J Hamadan Midwifery Fac. 2016; 24(3): 159-66. [In Persian] [DOI: 10.21859/nmj-24033]
28. Amerioun A, Hosseini Shokouh SM, Karimi Zarchi AA, Mahmoudi N. Hospital manager's leadership style from staff's viewpoint and its relationship with hospital indicators. Iranian Journal of Military Medicine. 2011; 13(3): 125-32. [In Persian]
29. Mosadeghrad AM, Arab M, Mojbafan A. Study of conflict management styles in Tehran University affiliated hospitals. Journal of Health Based Research. 2016; 2(1): 1-13. [In Persian]
30. Saeidi Gh, Elahi N, Neysi A, Latifi SM. A survey on leadership styles of head-nurses and clinical competency of nurses in public and private hospitals of Ahvaz in 2014: A short report. J Rafsanjan Univ Med Sci. 2016; 15(1): 81-90. [In Persian]
31. Teepapal T. The determinants of subordinates' perceived leadership styles in small and medium enterprises in Thailand. AU Journal of Management. 2013;11(1):17-27.
32. Lojpur A, Aleksić A, Vlahović S, Bach MP, Peković S. Examining determinants of leadership style among montenegrin managers. Naše Gospodarstvo/ Our Economy. 2015; 61(1): 13-24.
33. Winston E, Dadzie KQ. Market orientation of Nigerian and Kenyan firms: The role of top managers. The Journal of Business and Industrial Marketing. 2002; 17(6): 471–80. [DOI: 10.1108/ 08858620210442820]
34. Mohammed A, Kastner A, Yeboah J. Antecedents, environmental moderators and consequences of market orientation: A study of pharmaceutical firms in Ghana. Journal of Medical Marketing: Device, Diagnostic and Pharmaceutical Marketing. 2010; 10(3): 231-44.
35. Clark RA, Hartline MD, Jones KC. The effects of leadership style on hotel employees' commitment to service quality. Cornell Hospitality Quarterly. 2009; 50(2): 209-31. [DOI: 10.1177/1938965508315371]

Add your comments about this article : Your username or Email:
CAPTCHA

Send email to the article author


Rights and permissions
Creative Commons License This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

© 2022 CC BY-NC 4.0 | Evidence Based Health Policy, Management and Economics

Designed & Developed by : Yektaweb