Individual-Level Market Orientation of Healthcare Practitioners in the COVID-19 Era

ABSTRACT

Healthcare organizations may have different types of business orientations such as customer orientation, goal orientation, management orientation, sales orientation, marketing orientation, and so on. All these orientations can be assessed both at the organizational and individual levels. They may be critically important for healthcare organizations both in national and international markets. In general, the purpose of these orientations is to generate more profit, more sales, more satisfaction, and so on. Especially, customer orientation in the healthcare context has been increasingly emphasized by both academics and practitioners as a beneficial business orientation. The current study aims to investigate the individual-level of customer orientation of healthcare practitioners through a theoretical framework. Four hypotheses were proposed.