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Study of relationship between the organizational structure and market orientation from the viewpoint of nurse managers

机译：从护士经理的角度研究组织结构与市场导向的关系

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Background:Considering globalization of health care and quality improvement trend to respond to competition and customer orientation, attention to organizational structure and its relationship with market orientation is essential. Therefore, this study reviews the relationship between organizational structure and market orientation in selected hospitals of Isfahan (Iran).Materials and Methods:This study was a descriptive survey. The study population comprised nurse managers from selected hospitals (n = 80). Data collection tools were two questionnaires (market orientation questionnaire and organizational structure) that the validity and reliability were confirmed (r = 0.83 for market orientation questionnaire and r = 0.87 for organizational structure). SPSS (Ver. 16) software was used for the analyses.Results:The mean score of organizational structure was 65.4 (11.2) and total mean of market orientation was 51.14 (17.6). All aspects of the organizational structure (Organization Centralization, Formalization in Organization, and Organization Complication) and market orientation (responding to competition, accountability, customer satisfaction, intelligent organization)—except by responding to clients with Formalization in Organization—as well as all aspects of the Systemic attitude (the system of internal coordination and communication systems_ and market orientation (responding to competition, accountability, customer satisfaction, intelligent organization), there was a meaningful relationship (P < 0.05).Conclusion:Market orientation and its dimensions have a significant relationship with organizational structure and can lead managers’ view to the analysis and recognizing elements of success and achievement to goals. With increasing competition in markets, globalization of health services, and presence in international markets and more attention to patients’ satisfaction, hospitals need to understand and use of market orientation in order to promote quality and services in the health care system.
机译：背景：考虑到医疗保健全球化和质量改进趋势以应对竞争和客户导向，关注组织结构及其与市场导向的关系至关重要。因此，本研究回顾了伊斯法罕（伊朗）部分医院的组织结构与市场导向之间的关系。材料与方法：本研究是描述性调查。研究人群包括来自选定医院的护理经理（n = 80）。数据收集工具是两份问卷（市场导向问卷和组织结构），它们的有效性和可靠性得到确认（市场导向问卷的r = 0.83，组织架构的r = 0.87）。结果使用SPSS（Ver。16）软件进行分析。结果：组织结构的平均得分为65.4（11.2），市场定位的总平均得分为51.14（17.6）。组织结构的所有方面（组织集中化，组织形式化和组织复杂化）和市场导向（响应竞争，责任感，客户满意度，智能组织），除了通过对组织形式化来回应客户外，还包括所有方面系统态度（内部协调和沟通系统_与市场定位（响应竞争，问责制，客户满意度，智能组织）之间的关系是有意义的（P <0.05）。结论：市场定位及其维度具有与组织结构的重要关系，可以使管理者的观点去分析和识别成功和成就的要素，从而实现目标随着市场竞争的加剧，医疗服务的全球化以及国际市场的存在以及对患者满意度的更多关注，医院需要了解一个nd以市场为导向，以提高医疗保健系统的质量和服务。

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