A CAUSAL RELATION MODEL OF MARKET ORIENTATION AND EXTENDED MARKET ORIENTATION AFFECTING STRATEGIC MANAGEMENT THROUGH HEALTH ESTABLISHMENTS PERFORMANCE IN BANGKOK

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