Antecedents of Market Orientation and its Impact on Customer Oriented Behavior: Moderating Role of Job Satisfaction for Health Care Professionals

Abstract

Purpose - This study develops and tests a model of Customer oriented behavior and Market orientation based on Professionalism, rewards and job satisfaction. Design/methodology/approach - It was a quantitative study that measures, the hypothesized relationship of above stated variables. The model was tested empirically in Pakistan, using convenient sampling approach for data collection. The service sector is selected for our survey, and health professionals were our respondents. Findings - Our findings provide an insight into the effect of professionalism and rewards on market orientation as well as impact of market orientation on customer oriented behavior of health employees. The results indicate that professionalism and rewards have significant impact on market orientation. But rewards have more strong impact than professionalism. On the other hand Market orientation is positive related with job satisfaction and customer oriented behavior. But the moderating role of job satisfaction to the relation of market orientation and customer oriented behavior is not proved significant. Research limitations/implications - This study involved only one service industry (health sector) and with small sample. However the model and relationship described in this study can be replicated in other settings or on longitudinal bases. Practical implications - By using our results and implication, health sector may be able to well mange the service providers and the market orientation of their employees in order to satisfy their customers.