장기요양시설의 시장지향성이 성과에 미치는 영향 = The Effect of a Market Orientation on the Performance of the Long-Term Care Facilities

다국어 초록 (Multilingual Abstract)

Since August 2008, the Korean government has carried out the policy on the long-term care insurance for the old aged over 65. The policy will bring about new changes in many areas, from service quality to customer`s value to the managerial environment of long-term care facilities.
This study examines the effect of market orientation on the performance of the long-term care facilities. For statistically significant results, this study conceptualizes market orientation and performance as multi-dimensional constructs and distinguishes the facilities into those with fee and those without it for the clear relationship between them. Hence a structural equations modeling (SEM) technique is used to examine the dimensionality of market orientation and performance and to examine the nature of this relationship. Data for this study are collected using a questionnaire that is mailed to the top marketing-related managers of 437 facilities. Usable responses are obtained from 111 facilities for a response rate of 25.4%. The SEM results confirm the multidimensional nature of both market orientation and performance, and the strong relationships between the constructs. As we expected, this relationship is found to be much stronger for facilities with fee than ones without fee. For facilities with fee, this study shows that market orientation has a explanatory power with almost 50.5% of the variance in performance, with being attributed to market orientation.