Use The Concept of Market Orientation and Internal Marketing to Improve Service Quality

Owing to the changing medical environment in Taiwan, to improve and maintain hospital performance, hospital administrators recently have devoted themselves to improving the relationship between patients and service providers, and to considering methods of improving hospital service quality to satisfy patient demands and enhance patient loyalty. Therefore, hospital administrators emphasize the issue of healthcare marketing now. This study develops an integrated framework between market orientation and internal marketing. This work adopts a cross-sectional study to investigate presidents of local, and district hospitals in Taiwan, with the aim of understanding presidents´ perception of market orientation and internal marketing. This study had sent 266 questionnaires and 53 questionnaires were distributed. The valid return rate for the survey is 19.9%. The results showed that: (1) market orientation is correlated with internal marketing; (2) the variables of hospital type affect presidents´ perception of market orientation.