ORIENTACIÓN AL MERCADO EN HOSPITALES Y CLÍNICAS DE LOS
DOI:
https://doi.org/10.19136/hitos.a0n54.80Keywords:
Orientación al mercado. Aguascalientes. Tabasco. Hospitales y clínicas.Abstract
RESUMEN Objetivo: Mostrar el grado de Orientación al Mercado (OM) que tienen las empresas (hospitales y clínicas) de los Estados de Aguascalientes y Tabasco, utilizando el Modelo de Orientación al Mercado, desarrollado por Kohli y Jaworski (1990) y Narver y Slater (1990) y que fueron adaptados a México por Martínez Serna y Pinzón (2009). Material y método: Se aplicó un cuestionario a los propietarios y/o gerentes de los establecimientos, este utiliza la escala de Likert; los resultados son evaluados con el paquete SPSS 15, obteniendo las medias de cada una de las variables evaluadas para establecer el grado de orientación al mercado. Resultados: La investigación comprueba que el modelo puede ser aplicado a las empresas medianas y grandes de esta rama del sector servicios de la economía mexicana. Conclusiones: La mayor parte de las empresas del sector servicio (hospitales y clínicas) de los dos Estados, tienen un alto grado de Orientación al Mercado, aunque el Estado de Aguascalientes cuenta con un mayor número de empresas con un grado de OM bajo, por lo anterior se elaboran una serie de estrategias que al ser aplicadas podrían mejorar el grado de OM de las empresas que se encuentran en el nivel bajo e incrementar la competitividad. ABSTRACT Objective: Research shows the degree of market orientation (MO) that the companies (hospitals and clinics) have in the states of Aguascalientes and Tabasco by using the model of market orientation developed by Kohli and Jaworski (1990), and Narver and Slater (1990), which was adapted to Mexico by Martinez Serna and Pinzon (2009). Material and method: A questionnaire that uses the Likert scale is applied to the owners and/or managers of establishments; the results are evaluated with the SPSS 15 package to calculate the mean of each of the evaluated variables so that the degree of market orientation is determined. Results: The research demonstrates that the model can be applied to medium and large companies of this branch of the service sector of the Mexican economy. Conclusions: Most of the companies in the service sector (hospitals and clinics) of both states have a high degree of market orientation, although the state of Aguascalientes has a greater number of companies with a low MO degree, that is why a series of strategies are developed so that they could be applied in order to improve the degree of MO of businesses that are in the low level and increase their competitiveness.Downloads
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