Atıf Sayısı
1
Görüntüleme
46
İndirme
4
Bu çalışma, Türkiye'de faaliyet gösteren kamu hastanelerinde ve özel hastanelerde pazar yönlülüğün kurum performansına etkisini ortaya koymayı amaçlamaktadır. Bu amaçla Matsuno vd. (2000)’nin MARKOR ölçeği kullanılarak, Batı Akdeniz Bölgesi’nde hizmet sunan kamu hastanelerinde ve özel hastanelerde yönetici statüsünde görev yapan kişilerle görüşülmüştür. Kamu hastanelerinde görev yapan 45 yönetici ve özel hastanelerde görev yapan 30 yönetici olmak üzere toplam 75 yönetici ile görüşülmüştür. Veriler yüz yüze anket yöntemi ile elde edilmiştir. Verilerin analizi için SPSS 22.0 programından yararlanılmıştır. Analizlerde bağımsız t testi, tek yönlü varyans analizi ve korelasyon analizi yöntemleri kullanılmıştır. Araştırmanın sonuçlarına göre, pazarlama departmanı bulunan hastaneler, pazarlama departmanı bulunmayan hastanelere göre daha fazla pazar yönlüdür. Buna ek olarak hastanelerin hizmet yılları ile pazar yönlülüğü arasında anlamlı farklılık tespit edilmiştir. Ayrıca hastanelerin yatak kapasitesi ile pazar yönlülüğü arasında da anlamlı farklılık olduğu sonucuna ulaşılmıştır. Korelasyon analizi sonuçlarına göre ise araştırma yapılan hastanelerin pazar yönlülüğü ve performansı arasında ilişki bulunamamıştır.
This study aims to reveal the impact of market orientation on the performance of institutions in public hospitals and private hospitals operating in Turkey. For this purpose, Matsuno vd. (2000) using the MARKOR scale, it has been consulted with persons working in administrative status in public hospitals and private hospitals that provide services in the Western Mediterranean Region. A total of 75 managers, including 45 managers working in public hospitals and 30 managers working in private hospitals, have been consulted. The data is obtained by the face-to-face survey method. The SPSS 22.0 program has been used for data analysis. In analyses, independent t tests, one-way variance analysis and correlation analysis methods have been used. According to the research, hospitals with a marketing department are more market-oriented than hospitals without a marketing department. In addition, a significant difference has been found between the service years of the hospitals and the market direction. It is also found that there is a significant difference between the bed capacity of the hospitals and the market direction. According to the correlation analysis, there was no connection between the market direction and performance of the researched hospitals.
In this study, it is aimed to investigate the effects of market orientation on public and private hospitals operating in Turkey. To this end, by using Matsuno et al. (2000) MARKOR scale, managers of public hospitals and private hospitals in Western Mediterranean Region were interviewed. A total of 75 managers were interviewed, including 45 managers working in public hospitals and 30 managers working in private hospitals. Data were obtained by face to face survey method. SPSS 22.0 program was used to analysis. In this analysis, Independent T Test, One-Way Analysis of Variance and Correlation Analysis were used. According to the results of the research, it is inferred that hospitals which have marketing department are more market oriented than hospitals which have not marketing department. In addition, there is a statistically significant difference between the years of service of hospitals and their market orientation. Moreover, it was concluded that there is a statistically significant difference between bed capacity and market orientation of the hospitals. As a results of the correlation analysis, there was no relation between market orientation and performance, of the researched hospitals.
Alan : Sosyal, Beşeri ve İdari Bilimler
Dergi Türü : Uluslararası
Makale Detay 
Atıf Yapanlar
Benzer Makaleler
PDF Görüntüle
Dergi Bilgisi
Eseri Dinleyin
Bu Sayfayı Yazdırın
Paylaş
Mendeley
