A causal relation model of market orientation and extended market orientation affecting strategic management through health establishments performance in Bangkok
by Wirut Nakkhasin
Title: | A causal relation model of market orientation and extended market orientation affecting strategic management through health establishments performance in Bangkok |
Author(s): | Wirut Nakkhasin |
Advisor: | Sangkae Punyasiri |
Degree name: | Doctor of Philosophy |
Degree level: | Doctoral |
Degree discipline: | Integrated Tourism Management |
Degree department: | The Graduate School of Tourism Management |
Degree grantor: | National Institute of Development Administration |
Issued date: | 2018 |
Digital Object Identifier (DOI): | 10.14457/NIDA.the.2018.17 |
Publisher: | National Institute of Development Administration |
Abstract: |
The research was done in Bangkok Thailand due to high competition and the presence of a majority of Thailand’s health establishments, which aims to 1) 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 affecting health establishment performance in Bangkok. The research method of this study is a mixed method research methodology, which quantitative and qualitative approaches. The population is Thailand’s health establishments managers. The sample size was 412 managers, derived using statistical methods to determine a size which yields validity and reliability. The results reveal causal 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 |
Description: |
Thesis (Ph.D. (Integrated Tourism Management))--National Institute of Development Administration, 2018 |
Subject(s): | Communication in marketing -- Thailand -- Bangkok
Hospitality industry -- Marketing |
Keyword(s): | e-Thesis
Health care facility |
Resource type: | Dissertation |
Extent: | 297 leaves |
Type: | Text |
File type: | application/pdf |
Language: | eng |
Rights: | This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License. |
URI: | https://repository.nida.ac.th/handle/662723737/5004 |
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