University of Isfahan New Marketing Research Journal 2228-7744 7 4 2018 04 21 Analyzing the Role of Market Orientation on Hospitals Performance with Emphasis on the Role of Organization Brand Identity (Case study: Private Hospitals in Isfahan City) Analyzing the Role of Market Orientation on Hospitals Performance with Emphasis on the Role of Organization Brand Identity (Case study: Private Hospitals in Isfahan City) 145 156 22547 10.22108/nmrj.2018.108466.1523 FA Farzaneh Mohammadi Health Management and Economics Research Center, Isfahan University of Medical Sciences, Isfahan, Iran. Journal Article 2017 12 08 Various studies have emphasized the relationship between market orientation and organization performance. With increasing competition in the hospital industry, hospitals try to maintain and increase market share and are looking for more value in the minds of customers. This study examines this relationship in the hospital industry with an emphasis on the role of brand identity in private hospitals in Isfahan city in 2017. In this research, data were collected using a questionnaire with 30 questions and the reliability of 0.87. The sample consisted of 350 patients who were referred to private hospitals in Isfahan city to receive health care services. Structural equation modeling has been used to analyze the hypotheses. The degree of adaptation of research data and conceptual model was investigated and has an appropriate fit. The results showed that market orientation affects the performance of private hospitals in Isfahan city through brand identity. Various studies have emphasized the relationship between market orientation and organization performance. With increasing competition in the hospital industry, hospitals try to maintain and increase market share and are looking for more value in the minds of customers. This study examines this relationship in the hospital industry with an emphasis on the role of brand identity in private hospitals in Isfahan city in 2017. In this research, data were collected using a questionnaire with 30 questions and the reliability of 0.87. The sample consisted of 350 patients who were referred to private hospitals in Isfahan city to receive health care services. Structural equation modeling has been used to analyze the hypotheses. The degree of adaptation of research data and conceptual model was investigated and has an appropriate fit. The results showed that market orientation affects the performance of private hospitals in Isfahan city through brand identity. https://nmrj.ui.ac.ir/article_22547_e7d50b4d47f613001d1cead0154a1a3a.pdf