| Abstract: | Evidence continues to accumulate which supports marketing's contribution to hospital performance. When hospitals do adopt a marketing orientation they reap the benefits of higher occupancy rates and revenues. The study advances our understanding of the relationship between marketing orientation and hospital performance by investigating the specific contribution of each component of marketing orientation. Results indicate that hospitals should develop a "gestalt" market orientation, with all its components, but a well-developed customer philosophy makes the single greatest contribution to hospital performance. |
