A Causal Relation Model of Market Orientation and Extended Market Orientation Factors Affecting Strategic through Performance for Thai Health Establishments in Bangkok
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Published:
Apr 19, 2019
Keywords:
market orientation extended market orientation strategic management health establishment's performance
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Abstract
The research was done in Bangkok, Thailand due to high competition and the The research was done in Bangkok, Thailand due to high competition and the presence of a majority of Thailand’s health establishments, which aims 1) to review market orientation, extended market orientation and strategic management affecting health establishment performance in Bangkok 2) to study the relationship between market orientation, extended market orientation and strategic management affecting health establishment performance in Bangkok 3) to investigate of concept for causal relation model of market orientation and extended market orientation effecting health establishment performance in Bangkok. Research method of this study is a mixed methods research methodology, which quantitative and qualitative approaches. The population is Thailand’s health establishments managers. Sample size was 412 managers, derived using statistical methods to determine a size which yields validity and reliability. The results revealcausal relationship model between market orientation, extended market orientation, strategic management, and health establishment performance as follow structured equation: SM = 0.84MO + 0.40EMO and PER = 0.80SM
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How to Cite
Nakkhasin, W., Punyasiri, S., & Suksawang, P. (2019). A Causal Relation Model of Market Orientation and Extended Market Orientation Factors Affecting Strategic through Performance for Thai Health Establishments in Bangkok. Journal of Cultural Approach, 20(37), 50–61. Retrieved from https://so02.tci-thaijo.org/index.php/cultural_approach/article/view/184079
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Research Article
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[2] Appiah–Adu, K. & Djokoto, J.G. (2015). Publication Bias and the Market Orientation–Performance Nexus Literature. African Journal of Management Research, 23(1), 73–96.
[3] Atmojo, M. (2015). The Influence of Transformational Leadership on Job Satisfaction, Organizational Commitment, and Employee Performance. International Research Journal of Business Studies, 5(2), 113–128.
[4] Degbey, W.Y. (2015). Customer Retention: A Source of Value for Serial Acquirers. Industrial Marketing Management, 46(1), 11–23.
[5] Department of Trade Negotiation. (2011). Business Services: Spa & Thai Massage. Department of Health Service Support.
[6] Doorn, J., Onrust, M., Verhoef, P.C., & Bügel, M.C. (2017). The Impact of Corporate Social Responsibility on Customer Attitudes and Retention–the Moderating Role of Brand Success Indicators. Marketing Letters, Springer, 28(4), 607–619.
[7] Eisingerich, A.B., Auh, S. & Merlo, O. (2014). Acta Non Verba? The Role of Customer Participation and Word of Mouth in the Relationship between Service Firms’ Customer Satisfaction and Sales Performance. Journal of Service Research, 17, 40–53.
[8] Fornell, C., Morgeson, F.V. & Hult, G.T.M. (2016). Stock Returns on Customer Satisfaction Do Beat the Market: Gauging the Effect of A Marketing Intangible. Journal of Marketing, 80(5), 92–107.
[9] Goetsch, D.L. & Davis, S.B. (2014). Quality Management for Organizational Excellence, Pearson.
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[12] Nechaev, A. & Antipina, O. (2016). Analysis of the Impact of Taxation of Business Entities on the Innovative Development of the Country. European Research Studies Journal, 19(1), 71–83.
[13] Nunan, D., Sibai, O. & Schivinski, B. (2018). Reflections on “Social Media: Influencing Customer Satisfaction in B2B Sales” and a Research Agenda. Industrial Marketing Management, 75, 31–36.
[14] Ozkaya, H.E., Droge, C., Hult, G.T.M. & Calantone, R. (2015). Market Orientation, Knowledge Competence, and Innovation. International Journal of Research in Marketing, 32(3), 309–318.
[15] Pousa, C. & Mathieu, A. (2015). Is Managerial Coaching a Source of Competitive Advantage? Promoting Employee Self–Regulation through Coaching. Coaching: An International Journal of Theory, Research and Practice, 8(1), 20–35.
[16] Rust, R.T., Moorman, C. & van Beuningen, J. (2016). Quality Mental Model Convergence and Business Performance. International Journal of Research in Marketing, 33(1), 155–171.