MARKET ORIENTATION IN THE SERVICE BUSINESSES: AN APPLICATION IN THE WESTERN MEDITERRANEAN REGION 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