The roles of organizational service orientation and powerdominance values in doctors’ customer-oriented behavio

Abstract

Doctors’ behaviors while performing medical examinations for patients are important to the performance of a hospital or a clinic. Many hospitals in Vietnam have recently implemented some programs (such as service training or service reward) to improve doctors’ attitudes and behaviors, which attracts much of public attention. In the eye of Service Marketing, positive attitudes and behaviors of doctors reflected in the course of a patient's medical examinations are called doctors’ customer-oriented behaviors. These policies and efforts are geared towards a friendly hospital environment that improves doctors’ behaviors related to organizational service orientation. This study uses service marketing perspectives to explore the relationship between organizational service orientation and doctors’ customer-oriented behaviors. The study then investigates the role of a doctor’s power-dominant individual value in the relationship between service orientation and customer-oriented behaviors. The data were collected from a sample of 211 physicians working in many hospitals and clinics in Ho Chi Minh City and analyzed by SEM using AMOS. Some managerial implications are also discussed in this article.

Keywords

• chuyển dịch cơ cấu ngành kinh tế
• nhân quả granger
• việc làm